Mar 22, 2019 | By WGSN Insider
Instagram: it’s possibly the biggest visual shopping catalog that sits on your phone, but up until now, it’s been the catalog that you can ‘tap for shopping credits’ but can’t actually shop. However, it is seems that shopping Instagram will soon be a possibility.
Earlier this week Instagram announced that it is running a test option for shoppable photo tags. Teaming up with 20 US-based retailers including Kate Spade, JackThreads and Warby Parker, Instagram will offer an option that allows consumers to ‘tap to view’ product images and their prices, along with product descriptions. Then the consumer simply needs to tap the ‘Shop Now’ link to be redirected to the retailer’s homepage so that they can purchase it.
Instagram even released a little how-to video in partnership with Kate Spade.
Talking about the partnership with Instagram Mary Beech, Executive Vice President and Chief Marketing Officer, Kate Spade & Company said: “Instagram is where we reflect the interesting life of the kate spade new york girl through relatable social moments which highlight the products that are characters in her story…This post features our favorite new bag and elements from our new personalization program that, together, make the bag uniquely hers. With this seamless shopping experience launching on Instagram, the possibilities for selling our products are endless.”
Since Instagram is used so widely by fashion brands, retailers and blogger/influencers, this shoppable element feels like the final piece of the puzzle. Up until now a number of third-party and copycat apps as well as a few brands have had a go at doing this themselves, the most widely used and recognised being liketoknow.it. This is an offshoot of affiliate retail-commissions site Reward Style, which was originally created for bloggers to monetise their Instagram content. While there’s also the website and app Spring, launched in 2014, which developed a click through from Instagram to their site where consumers can buy from the brands they follow. All this proves that this Instagram in-house shoppable development is a much-awaited one for the social app, and it will be interesting to see how successful it is, and when it will be rolled out beyond the ‘test’ stage.
Subscribers can check out our report called ‘Buy Now’ Buttons – Can Social Media Convert. Not currently a WGSN subscriber? Join WGSN Insight for social media trends, brand insight and marketing strategies.
Is being able to shop Instagram, the app change you’ve been waiting for? Leave your comments below:
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.