Instagram brings in-app shopping to Stories

Anne Freier

In Mobile Advertising. September 19, 2018

Instagram is bolstering its in-app shopping features by enabling users to shop via Stories. In addition, the popular messaging app has launched a personalised shopping channel for its Explore section.

The company has been busy building up its shopping facilities since March 2018 by developing new ways for brands to showcase their products. By June, Instagram announced that shopping would come to Stories following initial trials with brands.

Now, shopping in Stories has gone live. Retailers and brands can tag their products in and integrate them into stories content. In addition, they’ll be able to customise their tags using text colours, stickers and images.

Marks and Spencer will be among the first brands in the UK to use the new tools.

Stories has grown rapidly over the last few years with over 400 million accounts making use of it.

One of the reasons why brands appear to be quick to adopt Stories is that the content feels more genuine. People also appear to be less likely to skip content on Stories, according to fashion group Zalando.

Meanwhile, Instagram’s Explore section already has 200 million account views daily. The section is personalised for specific product and brand tastes to help create a more relevant and enjoyable shopping experience for customers. Topic channels will be contained in the header of the Explore tab.