Instagram introduces its account for fashion, beauty product purchase recommendations

After launching the beta trial phase for purchases on brand accounts via the ‘checkout’ option last March, Instagram has introduced the @shop account for purchasing fashion and beauty products.


The @shop account, depending on the region, enables users to order and pay products on Instagram


The first twelve curated posts featuring the purchasing option showcased products by Barrineau, Entire World, Gold and Honey, Zyne, Mented Cosmetics, Brinker & Eliza, Soldout NYC (Kiane von Muefffling), The Lip Bar, Olive and June, Glossier, Cafune and Feeljeans (Stevie Dance).

The @shop account utilises the same ‘checkout’ tool promoted by the Facebook group last March. By clicking on a product image, the user is transferred to a page with a ‘Checkout on Instagram’ button to complete the purchase. For the time being, depending on the region, users will either be able to order directly via the Instagram app, or be transferred to the e-tail site of the brand in question.

However, Instagram is planning to make quick and easy purchases possible directly via the app, another way of attracting more partner brands in future.

“When customers decide to buy a product, they must be able to do so immediately. Any friction in the process, and we lose them,” said Guillaume Cavaroc, industry manager - Retail & Financial Services at Facebook in France.

Instagram has been working on the ‘checkout’ solution from the start of the year, in partnership with Nike, Adidas, Zara, H&M, Uniqlo, Oscar de la Renta and Michael Kors for fashion, and Dior, Balmain, Nyx and M.A.C for beauty products. Last September, specialist website The Verge reported that Instagram was working on a standalone shopping app.

Instagram was bought by Facebook in 2012, and has over one billion users. Instagram Stories are used on a daily basis by more than 400,000 people.

Translated by Nicola Mira

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