Only a few months after Instagram added shopping to its popular Stories feature, the Facebook Inc.-owned social network on Thursday rolled out three new e-commerce-related features aimed at driving its more than 1 billion consumers to shop on its platform.
Consumers will soon be able to buy products featured in videos they see in their feed and save items to a specific “shopping collection” in their saved posts. Instagram also is revamping business profiles to make it easier for consumers to use them to browse and buy retailers’ products.
“With the holidays just around the corner, we’re making it easier than ever to turn to Instagram for all of your holiday shopping needs,” the social network writes in a blog post announcing the news.
Taking a page from Pinterest, Instagram’s new shopping collection area enables a shopper to save items that she intends to purchase later. To use the tool, she taps a product tag in Stories or her feed, taps the Save icon in the bottom right corner, which saves it to her shopping collection. The resulting shopping collection looks like an e-commerce site, albeit one that exclusively features items a shopper likes. Items appear with their name and price and a consumer can tap to purchase. She can then tap and complete her purchase without leaving Instagram.
In addition, Instagram is making videos that appear in consumers’ feeds shoppable in much the same way as other images on the social network. When a consumer sees a shoppable video in her feed from a brand she follows, she can tap the shopping icon in the bottom left corner to see the featured products and access additional details.
Finally, Instagram is testing a redesign of the Shop tab on business profiles. The revamp aims to make it easier for a consumer to quickly view all the products the merchant has featured in its shopping posts. To access the section, a consumer can tap on the Shop button on a brand’s business profile to see the items’ name and price, as well as the post that featured the item.