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Instagram launches shopping on Stories and Explore features

Instagram now enables users to shop when browsing Stories or the Explore features on the platform.

Shoppable Instagram Stories
Shoppable Instagram Stories

Instagram now enables users to shop when browsing Stories or the Explore features on the platform. Launching on Monday (September 17), these will roll out globally throughout the few next weeks.

When browsing the Explore section, which suggests images and topics to follow based on the user’s behavior on the platform, users will see a new curated selection called “Shopping”. This selection will showcase shoppable product posts curated for the user based on which brands they are currently following, or have recently interacted with.

Directly shopping from content has so far only been available through the main feed. However, with 400 million users viewing Stories on a daily basis, users across 46 countries can now also buy from the feature via shoppable tags.

Research from Instagram shows that over 90m users already tap shoppable posts every month, so introducing the new feature is not only a way to strengthen the bond with its community, but a commercially-savvy move by the company.

For the launch, e-commerce platforms such as Shopify and BigCommerce have already announced that they are both enabling their partners to connect their products to the new Stories feature.

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By Camilla Rydzek

Camilla Rydzek is an Editorial & Research Assistant at Current Global. She helps both the content and consultancy teams gather insights across the fashion, beauty and retail industries. Her background is in studying Fashion Management at the University of the Arts London. Her interests lie in the evolution of technology and innovation and their implications on a more sustainable future.