Instagram debuts in-app checkout for e-commerce brands

Instagram is rolling out an in-app checkout feature for a limited number of brands, making it possible for users to purchase products without leaving the app. The limited launch has been extended to 23 brands, including Adidas, Burberry, Dior and MAC Cosmetics. The company said it will be making the feature available to more brands over the coming months.

Why you should care

Instagram has been committed for some time now to making its platform more e-commerce friendly. With the launch of an in-app checkout feature, the app is closing the loop on its e-commerce ambitions — making it possible for advertisers to dramatically shorten the journey from product discovery to purchase.

The new checkout feature displays a “Checkout on Instagram” button whenever a user clicks on a product tag within an image. Once the user saves their purchasing information within Instagram, they will be able to buy products via the checkout button directly in Instagram and manage their orders in the app.

“The new technology gives Adidas’ audience the power to go from inspiration to purchase in an instant. Our consumer-obsessed approach to e-commerce focuses on simplified immersive connections with the brand and Instagram Shopping allows us to deliver a content-rich experience on a platform where our creators are exploring and curating their lives,” said Adidas SVP of digital Scott Zalaznik.

More on the news

• The checkout feature is currently only available via a closed beta to users in the U.S.
• Instagram reports the number of users that tap on product tags in the app every month has grown from 90 million last September to 130 million now.
• Earlier this month, Instagram confirmed it was testing branded content ads, making it possible for advertisers to turn posts created by influencers into ads.

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About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.