A leading e-commerce platform is the latest digital retail entity to enable direct purchases via Instagram.
BigCommerce now offers the Instagram Checkout feature to eligible U.S. retailers who conduct e-commerce on its platform. The platform follows retailers including Target and Sephora, who have also launched sales via Instagram Checkout in recent months.
Leveraging BigCommerce’s native integration with Facebook Commerce Manager, retailers can connect their BigCommerce digital storefront’s catalog to Instagram and give customers the ability to buy directly on Instagram, rather than navigating to their website to make a purchase. Customers can pay on Instagram using PayPal, Visa, Mastercard, American Express or Discover.
After placing an order, customers can use the Instagram app to view their order status, estimated delivery date and tracking number, as well as cancel orders, initiate returns or request additional support. Shoppers can also store payment credentials within the app to streamline future purchases and complete transactions faster.
BigCommerce’s new social shopping solution is based on a feature called Instagram Checkout. Initially released in closed beta in March 2019, Instagram Checkout enables customers to tap to view a product from a select brand’s shopping post.
Shoppers then see a “Checkout on Instagram” button on the product page, tap the button to select various options, and proceed to payment without leaving Instagram. Customers have their information securely stored for future in-app purchases, and notifications about shipment and delivery are sent inside Instagram. Checkout also enables Instagram creators to tag a brand's products on their behalf, launch products directly on Instagram, and sell products in Instagram Live.
“Creating a streamlined checkout experience is paramount for merchants looking to social commerce to drive revenue growth. The rollout of checkout on Instagram is another significant step in Instagram’s evolution toward becoming an essential commerce channel for customer-focused brands,” said Brent Bellm, CEO, BigCommerce. “BigCommerce is proud to be one of a select group of partners to offer their customers access to this innovative new feature at launch.”
Retailers including Badgley Mischka, Spearmint Love, and DressUp have already been testing the new Instagram Checkout feature through BigCommerce, and now can showcase checkout-enabled products in their Instagram posts and stories.
“Instagram checkout has given us the ability to turn beautiful imagery into shoppable experiences for our customers, allowing them to buy new items while scrolling through their feed, all without missing a beat,” said Katie Ouaknine, CEO and owner of Badgley Mischka Web, the ecommerce business unit of luxury fashion brand Badgley Mischka. “Using Instagram through BigCommerce’s integration makes fulfilling orders and communicating with customers seamless alongside other sales channels.”
“BigCommerce provides businesses of all sizes the tools they need to serve their customers. That’s why we’re excited to work with BigCommerce to make the path to purchase as streamlined as possible with checkout on Instagram,” said Vishal Shah, VP of product at Instagram.