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Instagram Introduces A Shopping Feature For Brands

The app is testing new ‘shoppable photos’ that let users buy items with a click.

One of the challenges in social media is that we all see super-nice products everyday, but often don’t know where to buy them. Now, Instagram is fixing this problem by adding shoppable tags into the posts, for users to shop inside the app.

The new feature will let users click a button that will enable them to see tagged products. Companies can tag a maximum of five products in each image. If a user clicks on one, it’ll lead them to a page with more information about the product and a URL where they can directly purchase the product.

Here’s an introductory video of the new feature by Warby Parker:


The beta-version of the feature includes 20 brands and some e-commerce sites for now. According to Techcrunch, the full list of test launch partners are Abercombie&Fitch BaubleBar, Coach, Hollister,  JackThreads, J.Crew, Kate Spade, Levi’s Brand, Lulus, Macy’s, Michael Kors, MVMT Watches, Tory Burch, Warby Parker, and Shopbop.

During the test phase, the design of shoppable photos is clean and simple. A little tag button only reveals if you tap on the picture and products are placed at focal points in the photos.

Tags are initially view-able only to a subset of iOS users in the US. After the ‘figuring-out process’ and an expansion to Android, video ads, other countries will have the option of using this feature. Eventually, users around the globe will be able to save products they like and buy them later.

Instagram’s official comments about the new feature are,

Knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, this test gives our community valuable steps along their shopping journey before they make a purchase.

So, this means that the lengthy, time-consuming “link in bio” on Instagram will soon be a history for all of us.

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