Instagram Deepens Its E-Comm Capabilities

A “tap to view” button gives shoppers product details

Partnering with a handful of major brands, Instagram debuted a new e-commerce feature this week that strives to make shopping from a brand’s feed easier for consumers—which has obvious advantages for retailers.

In a statement, the social media network said that 20 U.S.-based retail brands—Kate Spade, Warby Parker, Coach, and J.Crew among them—will now be able to share posts that include a small “tap to view” button at the bottom left of a photo.

When users tap the button, a tag appears on the items (jewelry, clothes, etc.) shown in the post. At that point, users can hit that button to see more details about a product, including its price. In the detail window, retailers can add a “shop now” link, which leads consumers to a brand’s website. 

Fortune reports that the Facebook-owned Instagram isn’t taking any financial cut from purchases made through these types of posts and makes money solely from advertising. In September, Instagram revealed that it had 500,000 advertisers—double the number it had in February.

(Photo courtesy of Instagram)

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JCK Senior Editor

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