Instagram launches in-app buying feature for users

Instagram has announced a new feature which lets the user to check-out products directly from the application’s interface.

The new feature, which has been made available for the users in the US now, allows them to buy products from more than 20 retailers directly from the application. Instagram invited different retailers including Zara, Adidas, Burberry and Prada to try this feature as part of beta-testing. If a post on Instagram by these brands features a product in it, the users will be able to just tap on its associated product tag and complete the transaction.

The items which have been made available for the Instagram check-out feature a new “Checkout on Instagram” button. Once the button is tapped, the users are then taken to a form which takes the user’s payment and shipping details. Instagram would be charging a selling fee on every purchase made from the platform.

The application would also store the user’s payment and shipping details so that they can buy the product soon after they see them on their feeds. This feature seems to be in-line with the company’s focus to include e-commerce in the platform. Previously, the application allowed businesses to add an external link as a tag to their products. As the user tapped on the link, they were taken to an external website where they could complete the transaction.

E-commerce has been a new opportunity identified by Instagram and the company has been pushing towards cashing it in full potential. Users have been turning to Instagram because of its image-rich content which looks very catchy. Businesses are using this medium to extend their reach while personalities are also using this medium for personal branding. Instagram says that as much as 25 million business accounts could be interested in selling their products to more than a billion users which the platform currently has.