Today, Instagram announced that it will start testing a new pre-purchase information feature for retailers.
As of next week, 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker, will share Instagram posts with a ‘top to view’ icon. When tapped, these post will display up to five products' names and prices and, if clicked on, a detailed view of the product will open - all within Instagram.
The idea of this is to prevent users from having to leave Instagram to find out more about the product AND because a recent study by Instagram found that only 21% of purchases are made within a day of discovering a product.
“This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search. Then, if the consumer taps the Shop Now link from the product details view, they’ll go directly to that product on the business’ website, making it easier for them to buy the product they want.”
“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.”
You can read more here and keep your eyes out for the new update likely to roll out in Australia over the coming months!