Whilst scrolling through our Instagram feed many of us come across products or goods that we take interest in purchasing and for that reason, are forced to exit the app to access external shopping websites from where we can directly purchase the goods. Such struggles will now be a thing of the past, Instagram aims to make in-app checkout features from where users can directly purchase products on Instagram without visiting external sites.
So how will this new Instagram feature work?
Users will now tap on items they want on a brand’s post, where they will be able to see a “Checkout on Instagram” button. The button will allow users the choice to select from various options such as size or colour of the chosen product, then proceed to payment without leaving Instagram. They will only need to enter their billing and shipping information the first time they check out which will be securely saved for convenience the next time they shop.
All communication relating to the purchase, shipment, tracking or delivery will be done right inside the Instagram app.
Why Checkout on Instagram? Why now?
Solving commonly reported user pains such as convenience and security allows the checkout feature to bridge the gap between the moment of discovery and a completed purchase. As more consumers are exploring and finding products from brands they love, retailers are afforded the opportunity to build relationships with these valuable customers and potentially close a sale.
As of now, this feature is being tested in the US with over 20 brands such as Nike, MAC Cosmetics, Adidas and Zara, just to name a few. If the feature performs well after its release, it will definitely be able to support e-commerce platforms like ChannelAdvisor, Shopify, among others.