What Brands Need to Know About the New Instagram Shopping and Checkout Experience

Have you ever seen a product on your Instagram feed that you instantly fell in love with? Whether a model from a targeted ad or your favorite influencer was rocking the fashion accessory (ex: dress, bag, sunglasses, etc.), new Instagram features are making it easier to answer your inevitable question: “Where did you get that?”

The truth is — Instagrammers love to shop and Instagram knows this. That is why they have continued to build their platform as a way to encourage shopping enthusiasts to discover and even purchase new items. Don’t mistake Instagram as the next Walmart or even Amazon, Instagram strives to only promote shopping for items that instill joy, like a new pair of sparkling boots or the perfect one-piece bathing suit, and not essentials, like toilet paper or water filters.


With this in mind, Instagram continues to improve their new Instagram shopping experience.    

Scenario time! Remember that one time you saw a product post (let’s say a photo of shoes from a known brand), clicked on their Instagram profile, visited the link in their bio, went to their website, got a text from your friend, and forgot about the shoes?  

Unfortunately for brands, it is not uncommon for shoppers to abandon their search. This can happen for many reasons, such as skepticism of entering credit card information on an unknown site, getting distracted, or simply changing their minds about the purchase. As you have probably heard, the more clicks a shopper has to take before purchasing your product, the less likely they will actually complete the transaction.


On the bright side, Instagram is aware of this buyer’s journey, after all, isn’t this the era of immediate gratification with buyers that expect their Uber to arrive in less than five minutes?  As a result, Instagram has introduced shopping for Instagram, which allows brands to add clickable tags on their Instagram posts that leads shoppers directly to a product landing page. This eliminates the process of a shopper visiting a company’s Instagram profile, clicking the link in their bio, landing on the home page, and finally navigating through the site to find the right product.

Overview of Instagram Shopping

New Instagram shopping features bring the “see, tap, and shop” experience to its users. This allows users to see your products in posts and stories, tap the clickable tag on your post, and shop directly on your product landing page. If a user is not ready to purchase an item, they can save the item on Instagram and complete their transaction at a later time. Shopping on Instagram has proven to be successful with more than 130 million accounts tapping to shop every month. In addition, 37% of U.S. Instagrammers admitted they love to shop and see it as a hobby.

Get excited brands — Instagram is implementing a checkout feature to make it even easier for users to purchase your products right on Instagram.  


Preparing for the New Checkout Experience

The new Instagram Checkout offers users a quick and secure way to buy products they discover on Instagram. Instagram Checkout eliminates the hassle of navigating through an external landing page, entering payment information, and sometimes even having to create an account. Users can now purchase items through Instagram without worrying about having to log in or enter payment information multiple times. Acceptable forms of payment currently include Visa, Mastercard, American Express, Discover, and Paypal.

The new Instagram checkout experience is currently in beta, meaning only select brands in the U.S. have access to this feature. These beta users include: Revolve, Nike, Burberry, Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara. Instagram hopes to make Instagram Checkout available to more brands in 2019.


Once Instagram finishes its beta phase and expands Instagram Checkout, businesses will be able to integrate with Shopify, BigCommerce, ChannelAdvisor, CommerceHub, and more. Payments will eventually be processed in partnership with Paypal.

Instagram Checkout is expanding quickly, and it is best to be ready to begin taking advantage of this feature as soon as it becomes available!

Tips on Creating Successful Instagram Shopping Posts

  • Make sure your “shop tab” is turned on in your business profile. To use this feature, your account must be an eligible business account with a product category.
  • Once your account is set up, feature multiple products in each post to encourage higher engagement. It’s important to keep the focus on the products and not overcrowd the images with unnecessary tags.
  • Get creative by using carousels and stories.
  • Play around with stories by adding product stickers.
  • Get your followers excited by posting about new releases and sales announcements via your Instagram.
  • Remember – your products are stars of your post, keep them front and center!


Now that the new Instagram shopping experience is underway, it is time to ramp up your brand’s Instagram account to ensure your posts are shown to a wide variety of potential customers. Let’s be honest — what’s the point of creating the perfect shopping for Instagram post if no one will see it? You can increase visibility on your posts in a number of ways. The most common — and important — way to increase post visibility and traffic is by engaging with others. Since this strategy can take hours each day to achieve, it is best to outsource the heavy lifting to third-party services, like Gold Nitro. Gold Nitro will target specific hashtags and accounts and engage in your behalf, giving you the organic benefits of engagement without the hassle and ridiculous agency prices. Start seeing the benefits today by signing up for a 14-day free trial here.

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