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August 31, 2017

Instagram Shopping For E-Commerce Sites

Experiencing new things and discovery has been a key part of the inception of Instagram, and this has provided a new avenue for businesses to interact with their customers, and provide them with the visual images that they want to see. The way that we shop is changing, and more consumers are looking to browse, evaluate products and explore what they look like and how they work, all in one place. In November 2016, Instagram began to test a new shopping experience, which allowed businesses to find, track and evaluate the products that they are looking for, through the social media channel. One such retailer, Kate Spade New York, has been using this feature since its inception, and commented:

“Our Partnership With Instagram Has Been Very Successful. Traditionally, Our Customer Had Turned To Instagram For Inspiration, And We’re Seeing That She’s Reacting Positively To The New Shopping Experience, Which Allows Her To Seamlessly Tap And Shop The Product – Going From Inspiration To Information To Purchase In Just A Few Steps – We’re Excited To See Where The Feature Continues To Take Us.”

Mary Beech, EVP and Chief Marketing Officer of Kate Spade New York


At the beginning of 2017, Instagram launched Instagram shopping to the public, and with great results seen by a number of online retailers, we’re taking a look at the huge benefits setting up and managing an Instagram shopping account can have for e-commerce clients.

Why Is Instagram A Good Option For Shopping?

When you look at the numbers associated with Instagram, it’s easy to see why this is a highly recommended platform, whether that’s for advertising, building an audience or selling.

  • 600M monthly active users at the end of 2016, with numbers still growing
  • 400M daily active users in 2016
  • 5x growth rate compared to overall network usage in the U.S.
  • 5M active business profiles
  • 60% of people discover new products on Instagram
  • 36% of B2C brands consider Instagram to be ‘critical’ or ‘very important’ to their social media marketing
  • 75% of users visit a website, search, shop or tell a friend after seeing a business post


Features Of Instagram Shopping

Instagram Shopping was then rolled out to thousands of businesses around the world, that sell clothing, jewellery or beauty products, and the app first made Instagram shopping available to users in the US. The concept is, you are able to shop and browse different types of products from these businesses, posts in the feed, on profile and exploration. Businesses are also able to create and tag posts with an IOS mobile, allowing a product catalogue to connect with their account and the ability to tag them easily. In addition to this, businesses are able to access different types of metrics and insights, such as how many people tapped their image to see product details or how many people clicked on ‘shop now’. This has ultimately allowed businesses to develop their marketing campaigns on Instagram Shopping, providing more relevant content to their target audience, to help boost their conversion rates.

What Is Tagging Products?

If you sell the relevant products (apparel, jewellery or beauty), you are able to tag these products. This ultimately allows you to ‘highlight’ specific products, and this will ultimately help to drive people onto your business’ site – where they are able to purchase the products that you provide. If your target audience is interested in the products that you are producing, then you will want to see many more details. When you tag a post, there are a number of things that your audience will see, including:

  • An image of the product
  • A product description
  • Product price
  • A link to the website

The only downside to Instagram shopping currently, is the fact that you can only tag static images – you are unable to tag multi-image posts, boomerangs or GIFs.

Eligibility For Instagram Shopping

While Instagram shopping is only currently available for US businesses, it will soon be rolled out around the globe once results of successes begin to come in. There is a currently a waitlist to join if you are interested in shopping on Instagram, and there is additional eligibility criteria that you must meet, including:

  • You must have a business profile
  • You must sell fashion, jewellery or beauty products
  • Your account must be English

While Instagram Shopping hasn’t hit the UK yet, it might be worth keeping in mind for when it does arrive from across the pond – which it will very soon! If you are looking for information regarding Instagram Shopping, and you want to know what it takes to set up an account on the social network, get in touch with a member of our expert team today on 01245 287 864.



Louise Austin

As a key influencer at Absolute, Louise loves nothing more than keeping up to date with the latest industry news and keeping the office in order. Heavily invested in the company, Louise has a passion for all things digital and with natural leadership qualities, she continues to be a driving force behind the company’s successes. Ambitious and creative, when Louise isn’t pushing the business forward, she’s spending quality time with her husband.

Email l.austin@absolutedigitalmedia.com

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