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.