The verdict is in: People are buying more products directly from their smartphones, and social media is trying to keep up. Imagine scrolling through Instagram and having the ability to purchase that dress/book/mascara/canned unicorn meat instantly, without having to go through the hassle of the old Click Link in Bio. Wouldn’t it make sense to just click the picture and buy the object of your desire on the spot? The genie in the Instagram bottle is about to make consumers’ dreams come true.
The photo-sharing app is aiming to give users a streamlined shopping experience by making select-tagged images available for purchase. Instagram’s shopable photo launch this month includes 20 brands from Warby Parker to J. Crew. Don’t worry: the plan is to expand globally, which means users will be able to purchase your products instead of just lusting after them.
Here’s how it works: Retailers tag their photos with a Tap to View button at the bottom left of the image. There are up to five products showcased within each image, with an individual tag on each of them. Users then select the product of their choice and are presented with in-app details of description, price and a Shop Now button to buy it from the retailer’s website.
With these new buttons, shoppers are immediately presented with the details that matter up front without ever having to leave the app. If a user decides to buy the product, the Shop Now link will connect them directly to the desired product on the business’ website, eliminating the hassle of having to search to find it.
Instagram’s business blog reports “knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, this test gives our community valuable steps along their shopping journey before they make a purchase…
Since not all Instagram users are impulsive, the future plans to allow users to save content will be a valuable tool for consumers mulling over purchasing decisions.
You’ll will want to watch closely how this test will pan out: Instagram’s audience is huge (and eager!) and this newly turned leaf could very well be the key to businesses converting interested prospects.