After testing Shopping in Stories with a select number of e-commerce brands, Instagram is planning to expand this feature globally and launch a Shopping Channel in its Explore tab. This newly released Shopping channel in Explore will allow consumers to have a one-of-a-kind space where they will be able to find products from the brands they love and discover new brands.
But, why should marketers care?
Because these latest shopping features help to bridge the gap for marketers that want to utilize the app as a marketing tool and also leverage the app as an e-commerce channel. Shopping in Stories will allow brands to place a shopping bag icon on any products within a story. From there, it will be possible for consumers to click the shopping bag and view any product information, images, or links to the brand’s website to purchase the product.
Because 400 million people engage with Instagram stories every day, utilizing this feature will help brands increase conversion rates/sales, and extend a brand’s reach when trying to connect with previous and new consumers.
The Shopping Tab in Explore will offer Instagram users a personalized, unique feed defined by Instagram as a “channel dedicated to Shopping with brands you follow and brands you might like.” This could also be the beginning of the stand-alone Shopping App that Instagram is rumored to be making.