DISCUSSION
Can Instagrammable moments turn into immediate and direct sales?
Written by George Anderson
Source: Instagram
As retailers pursue ways to create Instagrammable moments that will create buzz and drive traffic to their stores and websites, the social media platform is testing a new service that will allow members to directly buy items they find on the app.
In a blog post earlier this week, Instagram announced the introduction of Checkout, a new feature that allows members to buy items they find in their feeds without having to click out of the app. Checkout offers a secure shopping environment and doesn’t require members to log in because it stores members’ payment information.
Instagram product management lead Ashley Yuki said Checkout is a natural extension of the way members currently use the social media site. “We started building this last year, but before we even did anything people were trying to shop for products on Instagram,” Ms. Yuki told Fast Company.
The closed beta test has attracted an impressive list of brands and retailers including Adidas, Burberry, H&M, Michael Kors, Nike, Oscar de la Renta, Prada, Revolve, Warby Parker and Zara.
“At our core, Revolve aspires to create a seamless elevated shopping experience for our customer,” said Ryan Pabelona, director of performance marketing for the e-tailer, as part of a blog post announcing the test. “With Instagram’s new checkout interface, we’re able to better serve our Millennially minded audience by providing a new, fast and easy purchase method on a platform where they are already engaging with our content and discovering our products.”
Companies selling through Checkout will pay Instagram a fee for every purchase made through the site. Customers can use American Express, Discover, Mastercard and Visa to make purchases. Instagram plans to add a PayPal option as it expands the service.