TECHNOLOGY

Instagram dives even deeper into direct shopping

BY Marianne Wilson

Instagram wants to make it easy — very easy — for its users to shop looks from their favorite celebrities, influencers, athletes and other high-profile folks.

The company announced that, beginning next week, a small group of Instagram “creators” (celebrities and the like) will tag products in their posts, making the products instantly shoppable. Kim Kardashian West, Kylie Jenner and Kris Jenner are among the creators that will test the feature, which gives her followers the ability to instantly buy whatever they may be wearing directly from the app.

“Instead of taking a screenshot or asking for product details in comments or Direct, you can simply tap to see exactly what your favorite creators are wearing and buy it on the spot,” Instagram stated in a blog. “From public figures and artists to entrepreneurs and publishers, creators are a cornerstone of the interest community on Instagram. They give you that spark of inspiration for a new skincare routine or that perfect denim jacket.”

The blog also takes a shot at traditional retail, saying that “unlike seeing a jacket on a rack, it’s easier to relate when you see how it fits and moves on someone you admire.”

Instagram has been enhancing its shopping features during the past 12 months. In April, it allowed users (more than one billion on a monthly basis) to buy products from a select group of brands without leaving the platform.

 

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