#Shoptalk18: Instagram expands shopping service to UK


Instagram is expanding its shopping feature to Canada. It lets companies tag products in their organic Instagram posts, meaning you can tap your screen and be whisked away to the official website without having to use something so basic as a search engine and your brain. "Shopping on Instagram is the first example of successful social commerce in action, as it gives merchants a clear way to measure the impact social engagement has on sales while simultaneously providing consumers a more concrete reason to continue interacting with that brand". Speaking after the latest announcement, Satish Kanwar, Vice President, Product, Shopify, said, "Shoppers around the world increasingly demand unique experiences that shorten the path to purchase, and the future of commerce will need to meet and exceed these evolving demands". On the business page's side of the user experience, a product can be tagged in the same way that one would tag a person in a post.

Anyone who views a reshared Instagram post can tap the original update embedded within the Story to access the original post.

The feature will also let businesses add a "Shop" tab to their profiles and collect data on how many people are tapping to see or buy their products via Instagram. "By integrating with Shopify, we're giving even more businesses the ability to reach people at that moment of inspiration while making it easier for their potential customers to shop directly from Instagram". "Whether it's a local artisan, florist or clothing store".

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"More than 500 million people use Instagram daily, and many are already actively engaging with the brands they love on the platform".

Amy Cole, Instagram's head of business development, told Drapers: '[Shopping] is hands down the most asked-for update and it is great to now be able to connect the dots from discovery all the way through to purchase and create a seamless experience'.

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