Instagram, a social media platform that we all know and sometimes love, has recently announced plans to include a new shopping feature in it’s app. This new “Checkout” feature will allow users to purchase products from within the app rather than navigating through the retailer’s own site via tag from the post.
Instagram will mainly benefit by making commission on each purchase, and businesses and consumers will also benefit because of the simplified purchasing process and a better way to connect with each other.
Although brands will be charged a fee by Instagram to use this feature, they will have the option of using posts, stories, or designated shopping “Explore” tabs to make their products purchasable. Because many brands rely heavily or even solely on Instagram to market products and generate sales, this feature creates the opportunity to reach more customers and drive revenue. Even high-end and luxury brands are involved in the beta testing phase of the new feature, including Dior, Prada, and Burberry in addition to brands such as Nike and Nars.
With this being only one of numerous unknown changes that Instagram has in the works, consumers will begin to see a shift in the way that the app is used. No longer will it only be a place to browse through the content of your favorite brands and post pictures with friends, but it will essentially be a marketplace that offers you the opportunity to purchase products you may not have seen in the first place.
Some critics are concerned that the “Checkout” feature will drive consumers away as the app becomes more commercialized. However, with any form of change there will be fans and there will be adversaries, so time will only tell whether or not consumers respond positively to the new feature, or decrease their use of the app.
What are your thoughts? Do you think this new feature will be useful and make purchases easy? Or will it keep you from scrolling through your feed as often as you do now?