Executive Briefings

Instagram Wants to Be a Place Where People Go Online Shopping

Instagram is making it easier for retailers to promote and sell products through photos. The photo-sharing service is giving 20 retailers the ability to add tags to pictures to convey additional information such as prices and available colors. Brands participating in the trial run include Kate Spade and Warby Parker.

Instagram Wants to Be a Place Where People Go Online Shopping

The move comes as social media platforms are scrambling to squeeze more revenue out of their sprawling user base. Last year, both Instagram and Pinterest - a kind of digital inspiration board - added the ability to buy products displayed in photos (Instagram called it a "Shop Now" button; Pinterest dubbed it a buyable pin).

Instagram said in a recent blog post that offering more context on products will make it easier for shoppers when they are weighing a possible purchase.

"Most mobile shopping experiences today take people from the shop window right to check out - without giving consumers the opportunity to consider a product and get more information," the company wrote.

Instagram said internal research showed that only 21 percent of consumers buy a product the first day they see it online. Most tend to spend a day or longer mulling over an item before buying.

The retailers included in this test can seed their photos with more information, available through a "tap to view" icon. When tapped, tags will pop up on one or more products in the photo, along with prices. Users can tap on a tag to get more details, and then click on the "Shop Now" button to buy it.

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The move comes as social media platforms are scrambling to squeeze more revenue out of their sprawling user base. Last year, both Instagram and Pinterest - a kind of digital inspiration board - added the ability to buy products displayed in photos (Instagram called it a "Shop Now" button; Pinterest dubbed it a buyable pin).

Instagram said in a recent blog post that offering more context on products will make it easier for shoppers when they are weighing a possible purchase.

"Most mobile shopping experiences today take people from the shop window right to check out - without giving consumers the opportunity to consider a product and get more information," the company wrote.

Instagram said internal research showed that only 21 percent of consumers buy a product the first day they see it online. Most tend to spend a day or longer mulling over an item before buying.

The retailers included in this test can seed their photos with more information, available through a "tap to view" icon. When tapped, tags will pop up on one or more products in the photo, along with prices. Users can tap on a tag to get more details, and then click on the "Shop Now" button to buy it.

Read Full Article

Instagram Wants to Be a Place Where People Go Online Shopping