Instagram’s @shop is Now Open for Online Merchants

Facebook has announced the creation of a new Instagram account @shop. This account curates posts from online merchants that sell their products on Instagram. The aim of this account is to feature top shopping categories like fashion, fitness and beauty. Instagram is also looking to feature some “emerging brands” like Feel Jeans and Mented Cosmetics on this account.

Leading Up to @shop

Instagram’s introduction of the @shop account is the latest in a series of actions taken by the photo-sharing app. This indicates Instagram’s intention to develop as an e-commerce platform. In the past year, Instagram has made a series of moves to accelerate its e-commerce development.

  • In September, Instagram introduced a dedicated shopping channel in its Explore tab.
  • Instagram added the shopping feature to Stories
  • In November, Instagram added a Collections tab to enable users to save the products featured in posts and Stories, shoppable videos and a shop tab on business pages
  • In March, Instagram launched an in-app checkout feature with 23 brands. This enabled users to pay for their purchases without leaving the app. This feature was extended to 55 creators and 5 publishers for further testing in April.

Every product showcased in the @shop account will have shopping tags through which users can make an in-app purchase. Many marketers are raving about Instagram’s recent efforts to bolster direct sales on the platform.

Social media platforms are gradually becoming the engine for direct sales and taking a step beyond advertising. According to a survey by Episerver:

  • 63% of the people have ever clicked a social media ad, 33% of these people have made direct purchases
  • 52% of the people clicked an influencer’s post, 31% of these people made direct purchases on social media platforms

In another study, 45% of millennial users say that social media platforms are becoming their most important shopping tool. Even the biggest brands are praising Instagram. Adidas CEO Kasper Rorsted attributed the 40% rise in sales in the first quarter of 2019 to Instagram’s direct sales features. According to him, Instagram has been the most impactful platform to drive sales than their Twitter or Snapchat account.

One Reply to “Instagram’s @shop is Now Open for Online Merchants”

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Aseem Gupta

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