Instagram expands shoppable organic posts to 8 more countries

Last year, Instagram launched shoppable organic posts for businesses in the US, giving brands the ability to add e-commerce links within their Instagram organic posts.

Today, the Facebook-owned photo and video app is expanding its shoppable experience for brands to eight more countries: the UK, France, Italy, Germany, Australia, Brazil, Canada and Spain.

“With easy access to pricing and product details, shoppers can tap on a tagged post within their feeds or through the shop button on a business’s profile to take the next steps to learn more,” says Instagram.

According to the company, about half of its daily active users in the US follow a shopping business account, and more than 200 million users visit one or more Instagram business profiles daily. Lulus, one of the brands that participated in the shoppable posts beta, says it has seen “tremendous” value and growth since testing began.

“Since launch, shopping on Instagram can be directly attributed to over 1,200 orders and over 100,000 sessions,” says Lulus Vice President of Marketing Noelle Sandler. A marketing manager for the hair product company TYME says website traffic from Instagram has increased 44 percent since using the shoppable organic posts.

Businesses can make their organic posts shoppable by tagging a product in the app in the same fashion as tagging a person in a photo.

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Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. 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.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.