Instagram describes itself as a platform for people to “experience the pleasure of shopping versus the chore of buying.” It’s designed for people to browse for ideas and then shop as opposed to visiting with an express intent to buy and leave. On March 19, Instagram took one step closer to making itself a strong shopping destination by launching a checkout function.
Available on a limited basis, Instagram checkout makes it possible for Instagrammers to buy what they want on Instagram. As Instagram said in a blog post, “Checkout enhances the shopping experience by making the purchase simple, convenient and secure. People no longer have to navigate to the browser when they want to buy. And with their protected payment information in one place, they can shop their favorite brands without needing to log in and enter their information multiple times.”
Charter businesses participating in checkout include Burberry, Nike, and Revolve. In coming weeks, more businesses will participate, including Adidas, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Oscar de la Renta, Prada, Uniqlo, and Warby Parker. (It’s interesting to note the number of upscale brands creating shoppable experiences on Instagram – a comment on how luxury brands have adapted to the times by becoming more accessible via digital.)
Checkout seems like a natural move for Instagram. As Vishal Shah, Instagram’s head of product, told The Wall Street Journal, “People were already shopping on Instagram. They were just having a hard time doing it.” The platform previously launched shoppable features such as product stickers in Stories. Vishal Shah told Bloomberg, “Over time, as we are creating value for people, this could be a significant part of our business.”
The launch of checkout positions Instagram against Amazon as a platform for searching and shopping although Amazon clearly has an advantage with its scale. Enabling commerce on Instagram also makes it possible for businesses to create more integrated advertising experiences that connect the customer across the entire purchase journey, from awareness to conversion – with the entire journey occurring inside Instagram (instead of sending customers to an advertiser’s website to make an actual purchase). This is the kind of experience Amazon is creating – a self-contained customer journey where you can search and buy on one platform.
For more insight into how to create successful digital advertising on Instagram, contact True Interactive. We’re here to help.
Image source: Instagram