On March 20th, Instagram launched its shopping feature. One of its competitors, Pinterest, had already done so before it. This new functionality is now available in 8 countries, including France. It allows brands to tag their products directly on their photos. Potential customers can then view the product description by clicking on it, and with a single click, purchase it from the advertiser’s website.
This new proposition represents a genuine opportunity for brand e-commerce, as it greatly streamlines the purchase process. With this new feature, different brands can now showcase their products more simply and effectively. Up to 5 products can be featured in a photo, or 20 if a carousel is used.
To launch this new feature, Instagram collaborated with 5 brands, including Birchbox, Sephora and La Redoute, in order to test its impact and then develop it further before making it accessible to all businesses.