Instagram announced on Tuesday that effectively immediately, people can shop for their favorite brands (“like Adidas, Aritzia and The Kooples”) within Instagram Stories.
Stories that can be shopped will contain stickers with a shopping bag icon to make discovery simple. If a product catches the user’s eye, they can simply hold to pause the story and tap to see more details, including:
—More images of the product spotted in stories
—Other products contained in that story
—Descriptions and price of the product
—A link that goes directly to the website where you can buy that product.
While the shopping bag icon has been present for a while, making Stories shoppable helps customers connect with brands at a time when an estimated 300 million of its more than 500 million daily users interact with Stories every day.
Rival Snapchat is also boosting its commerce capabilities, having just announced that it’s testing shoppable Snap and Story ads.
Instagram noted in its announcement, “As people are increasingly finding inspiration in stories, they’ll now be able to take action. In a recent survey, people said they watch stories to stay in the know with brands they’re interested in, get an insider view of products they like, and find out about new products that are relevant to them. And 33% said they have become more interested in a brand/product after seeing it on Instagram Stories.”