UK retailers slow in adopting new Instagram technology

08 Apr '18

2 min read

British retailers are yet to fully harness the selling power of a brand new Instagram shopping feature, according to published research by cloud-based retail software provider Cybertill. More than four-fifths of the retailers ignored the new feature aimed at helping retailers drive traffic to their e-commerce platforms in the first week of its launch.

The new Shopping feature, including New Look, Screwfix, Miss Selfridge and River Island, was rolled out by Instagram to business accounts in the United Kingdom, Germany, France, Italy, Brazil, Canada, Spain and Australia recently.

A mere 8 per cent of UK brands have made use of the photo tags that drive users to buy the Instagrammed-goods online, according to a Cybertill press release.

None of the top five retailers in the United Kingdom — ASOS, ASDA, Tesco, Argos and Next — have enabled the feature yet. M&S and Topshop were two of the first retailers to enable the feature out of the top 50.

Of the retailers that don't have the Instagram Shopping feature enabled, 7 per cent encourage the consumer to go in-store, 19 per cent encourage consumers to click the link in the retailer's Instagram bio, 19 per cent encourage the consumer to search for product code on the website, and the rest don’t actively promote ‘buy’ calls to action from Instagram. (DS)

Fibre2Fashion News Desk – India

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