For the very first time consumers can now buy products they see on Instagram without leaving the app.
Yesterday, the social media site enhanced its shopping capabilities with the introduction of a checkout button.
When users tap to view a product from a brand’s shopping post they will now see a ‘Checkout on Instagram’ button on the product page.
Once clicked on, consumers will be able to select from various options such as size or colour, then proceed to payment without leaving Instagram.
Users will only need to enter their name, email, billing information and shipping address the first time they check out.
Once the first order is complete, the user’s information will be securely saved for convenience the next time they shop. They will also receive notifications about shipment and delivery right inside Instagram.
This tool is currently in closed beta for businesses and available to people in the US whilst in the trial phase.
Brands that have already rolled it out include high street chains such as Zara and H&M, Dior, alongside luxury fashion brands Dior, Prada and Michael Kors.
Commenting on the new tool, head of social at ecommerce agency Visualsoft, Daniel Dixon, remarks: “In a world where the consumer expects a more seamless shopping experience than ever before, shopping directly via social media is the natural next step.
“Social media has long been viewed as an invaluable brand awareness and engagement tool, but conversion has always been an issue – how do you successfully turn those “likes” into measurable sales? Instagram’s shoppable posts are providing the answer to this and have already been adopted by almost half of ecommerce businesses due to their sales-boosting abilities. The platform’s latest update is therefore set to build on this success by enabling shoppers to make a purchase without even leaving the app – maximising ease of purchase.”
He continues: “Shopping via social media removes a number of pain-points on the customer buying journey, and could virtually eradicate shopping cart abandonment; an issue which affects almost three quarters (74%) of online retail sales. Considering that UK retailers enjoy an average social media reach of over 1 million, the growth opportunities are tremendous for businesses who can take advantage of this new trend.”