Instagram has upped its Social e-commerce game once again with the introduction of its new ‘Checkout on Instagram’ function. In what is being seen in some e-commerce circles as a game changer, the increasingly influential platform is trialling opportunities for consumers to shop, buy, pay and track items all without leaving the app. So how will it work?
The pathway is simple; once a user clicks on a shoppable post from a participating brand, the ‘Checkout on Instagram’ button appears, as if by magic. The user can then browse through purchasing options including size, colour etc before completing the usual check out routine (you know the score there) and here’s the key bit- this is all done without leaving the app. Notably, Instagram securely retains the billing info for future use and ease of shopping and sends notifications with tracking and delivery details. Shoppers may never need to leave the world of Insta ever again!
Don’t get too excited just yet though as it’s still in its trial period with just 20 big name brands giving it a go AND it’s only available to USA users (Come on Insta, how about letting us trial some stuff too!)
For a full list of the brands taking part( including H&M and Adidas), you can checkout Instagram’s blog. We’ll be watching the updates like a hawk though, and we’ll give you a shout as soon as it ventures across the Atlantic.
Will this new update be a danger to the purse strings or the next level in online shopping? Bit of both we reckon! According to Mobile Marketer , the industry reaction is overwhelmingly in favour of the update, with some calling it ‘a powerful shift for the consumer’.
However, Scott Ings from Apptimize also noted ‘On the other hand, removing barriers can be a double edged sword. It’s possible that brands will find that they are losing out on an opportunity to create long-lasting awareness and loyalty with customers. Since customers won’t go to the brand’s website at all, brands might find that they’re paying for a one-time customer as opposed to a customer who interacts with their website directly’.