Instagram check outImage credit: Instagram

What’s the Update!

Instagram is currently rolling out an in-app checkout feature that allows users to make a purchase without leaving the app. Currently, this feature is only available for 23 major brands, including Adidas, Burberry, Dior and MAC Cosmetics. This feature – which costs brands an undisclosed fee – will become available to more brands over the next few months.

With this new feature, a ‘checkout on Instagram’ button will appear whenever a user clicks on a product tag within an image. Once the user has saved their payment details on Instagram, they will be able to buy products via this checkout button.

Why Does It Matter?

Instagram is committed to making its platform more e-commerce friendly. With the launch of this new feature, Instagram is working towards its goals and is making it possible for advertisers to shorten the journey from product discovery to purchase.

According to Adidas SVP of digital Scott Zalaznik, “The new technology gives Adidas’ audience the power to go from inspiration to purchase in an instant… Instagram Shopping allows us to deliver a content-rich experience on a platform where our creators are exploring and curating their lives.”

We reckon this new feature will provide e-commerce brands with a great opportunity to boost their sales, and we’re looking forward to seeing how it plays out!

The information in this post has been adapted from Marketing Land. If you have any questions about how your business could make the most of the in-app checkout, don’t hesitate to contact Studio Culture.