Today Instagram announced the long awaited confirmation of the beta rollout of Checkout on Instagram. There’s been rumbling in the industry for months about Instagram’s desire to push in-app ecommerce sales and it’s finally becoming a reality. A select list of top brand partners will now allow users to shop right in the app. This tactic is a win for everyone involved and has been much sought after. Providing in-app checkout is a great way for brands to encourage shopping with the ability to customize content based on user profiles. It also allows Instagram users to keep scrolling longer, eliminating the need to leave the platform for additional product information or purchases. But most importantly, it provides a more personalized experience for the users while simplifying the shopping experience.
So how does it work? The new checkout option will be an extension of the existing shopping tags already in place and will now include a “Checkout on Instagram” button in the post, allowing for purchase completion within the platform. User information will be securely stored on Instagram to make future purchases for any participating brands that much easier. Although this is only being extended to select brands while in beta, it’s definitely a play to become more competitive in the ecommerce space while leveraging the growing audience already in place.
The continued push for social ecommerce has the potential to be a big revenue driver for both Instagram and businesses. With Instagram users expected to reach 113.3 million US users in 2019, according to eMarketer, it only makes sense to provide in-app conveniences to users which keep them engaged. Since Instagram is personalized according to your interests, retailers have access to detailed user data that gives them significant advantages in what products or services they promote and to which audiences turning casual viewers into loyal brand shoppers.
Integrating social and ecommerce is the match we’ve been longing for. In a market where consumers expect personalization at every interaction and have been conditioned for immediate gratification in their online experience, this pairing is sure to resonate with users.