Social networks are increasingly involved in e-commerce. Proof of this is Instagram, which recently added a new feature that allows retailers to add more information about the content they post to the photos or videos they share on the platform.
It is worth mentioning that this social network It had already added the option to purchase from the mobile app in 2015, when it began allowing advertisers to add a "Buy Now" button in ads that linked to a retail store.
According to Jim Squires, who is the director of market operations for Instagram, 60% of people look at multiple options and items before making a purchase. He also mentions that sometimes consumers are not ready to click on the "buy" option directly on the photo as they may require more information such as price, size, colors, etc.
Reportedly 20 US Retailers Like Kate Spade, Warby Parker, and JackThreads, they will begin to share “organic” publications of articles where a small icon with the legend “click here to see” will be included, located in the lower left part of a photo.
This way when the Instagram user click on the icon, a tag will be displayed on items within the post. Users can then use that label to obtain detailed information regarding product features and specifications, as well as pricing.
Not only that, retailers will also have the opportunity to include a link with the caption "buy now" in such a way that those interested in buying the product will be directed directly to the website or online store of the retailer.
It has also been said that although these publications are not advertisements as such, it seems that advertisements could be included in the future. This would make Ecommerce on Instagram be further integrated into the platform.