Instagram has launched possibly one of their most significant features to the platform in the last decade. Introducing Checkout.
Checkout is an industry-first and allows users to purchase items through the photo/video sharing platform with ease-of-use. See something you like? You can now buy it there and then. This simple, yet genius feature will change the landscape of social commerce – here’s how it works:
When you tap to view a product from a brand’s shopping post, the items within that post will appear. Tap the item to head to the “Checkout on Instagram” page, where you can select various options such as colour and size. Then proceed to payment! Once you complete your first order, Instagram will securely save your details for future purchases. Instagram will even notify you regarding your delivery. It’s as easy as that!
According to data in Adobe’s Q3 2018 report, social networks as a last-touch channel have doubled in visit share to US retail sites in the last two years. Although social commerce only drives a fraction of e-commerce sales in total, this indicates that social commerce is showing staggering growth.
In a December 2018 study from CivicScience, data shows that 34% of daily users on Instagram aged 13 and older have already purchased products based on a recommendation from an influencer or blogger. The simplicity of this new and exciting feature will, surely, benefit the likes of brands, influencers and teams in generating revenue through the platform.
WePlay is excited at the prospect of applying Checkout to our client strategies, and while the feature is currently in closed beta and only available for users in the US, we’re paying close attention to when the wider rollout will take place.
Brands currently using Instagram’s Checkout include Adidas, Balmain, Zara, H&M and Burberry.
Will Yoder, Sports Partnerships at Instagram, has confirmed that Checkout will only apply to physical goods, and will not include subscriptions or tickets: