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Instagram adds shopping feature
Mar '17
Soon you will be able to shop on Instagram. The feature gives people more time and space to browse and evaluate products, making mobile shopping feel just like shopping. The feature is built on the understanding that instagrammers want to find new things from brands they love and businesses want more opportunities to build relationships with these customers.
As high as 80 per cent people follow a business account and there is a global community of over 600 million instagrammers. 
Explaining about the new feature, Instagram business team said the aim was to create something that was less transactional and more immersive, that gave people more time and space to browse and evaluate products, making mobile shopping feel just like shopping. The solution was not as simple as just adding a buy button. 
The testing of the feature which made it easier for people to find, evaluate and track relevant products on Instagram began last November. Posts with tags had an icon that made discovery simple. If a product caught a user's eye, there was a space to explore, where she could easily tap to see more details from products featured in posts, and even click to a business's website if intention was to buy. 
"Based on encouraging early results, we're rolling out these shopping features to thousands of businesses that sell apparel, jewelry or beauty products in the coming weeks. Instagrammers in the US will soon be able shop and browse products from these businesses from posts in feed, on profile and in explore," the team announced.
The feature also gives businesses the power to create and tag a post with products directly from their iOS mobile phone. Once a business has a product catalog connected to their account, tagging a product is as simple as tagging a person in a post.
Retailer Kate Spade New York has been using shopping on Instagram since November. "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, says.
Businesses will also soon be able to get insights around the metrics that matter to them, like how many people tapped to see more product details or clicked on 'shop now'. By telling businesses more about their audience and which posts are performing well, they can create more relevant content, the team said. (SV)

Fibre2Fashion News Desk – India

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