Instagram adds shopping tags

By

Kate Dingwall

Published
Mar 22, 2017

Instagram is furthering its efforts to make posts shoppable for users. A new free feature will allow brands to tag individual products with shopping information, giving consumers the ability to browse their social media and shop for products, all from the same platform. 

Users can scroll through Instagram as they normally would, but with the new feature, if a product catches their eye, users simply need to tap the image and all the purchasing information will appear. 

Instagram has been fiddling with this feature since November, allowing a select few brands, including Macy’s, Warby Parker, and J. Crew, to test out the new shopping feature. Mary Beech, EVP and Chief Marketing Officer of Kate Spade New York, another brand who took the feature for a test spin, spoke of the brand’s experience with the new feature in a press release, “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.” 

To use this feature, brands must first create a product catalog on the Instagram platform. From there, brands can tag products as they would any Instagram user.

Starting this week, Instagram will be rolling out this feature to apparel, cosmetics, and accessories brands.

As part of this feature, brands will be able to track views and gather insight on how many users click on the photos and how many shoppers purchase the brand’s products via the app. 

Jenna Lyons, J. Crew’s President, and Creative Director, had nothing but positive things to say about J. Crew’s experience with the feature, “While Instagram is a place for inspiration and visual wonder – there is nothing more satisfying than being able to buy that thing you love RIGHT NOW! The number of times I have found myself in a rabbit hole hunting down that pair of shoes, that beautiful chandelier, those sunglasses, rugs, flower arrangements, random gift ideas – countless!! We were thrilled to be a part of this pilot and to have our customers experience the next generation of shopping via Instagram.”