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![\"Screenshots](\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Instagram-shopping-update-1.jpg\")
<\/p>\nInstagram announced on March 19th 2019 that they are adding a new way for people to buy products they discover on the app. Consumers in the US can purchase items directly on Instagram\u2019s app from over 20 different brands, including Zara, H&M, Outdoor Voices, and Uniqlo. The checkout feature will allow people to make purchases without having to navigate to the browser and without needing to log in and enter their information multiple times.<\/p>\n
The latest news continues the string of updates in the last year focused on making it easier for people who love to shop, including product tags in Feed, product stickers in Stories, and a shopping destination in Explore.<\/p>\n
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It\u2019s clear that Instagram believes shopping represents a huge business opportunity. According to Ashley Yuki,<\/a> an Instagram product exec, 130 million people look at product tags each month inside the app, up from 90 million in September. In fact, The Verge<\/a> reported last year that the company is building a separate app specifically for shopping.<\/p>\n Direct checkout on Instagram has the potential to dramatically reduce friction in the mobile shopping experience and shorten the buyer journey. Since shoppers will be able to store a credit card and shipping address in the app, it means making a purchase will only require a few taps. The fewer steps it takes to complete a purchase, the more likely it is that people will complete the process.<\/p>\n As marketers, we need to think critically about our buyer\u2019s journey, and the role each channel plays in the digital mix. The reality is that we are no longer in complete control of the buyer\u2019s journey\u2014and we need to meet consumers where they are.<\/p>\n