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Checkout on Instagram launches in US with array of brands

Instagram has launched in-app checkout functionality, opening up a new revenue stream for itself and helping support participating partners’ social commerce strategies.

The Checkout on Instagram feature means customers using the social network platform can now more easily purchase items they see pictured on the site with a single click.

Currently only available in the US, there are a host of brands and retailers that have signed up to use the service while it runs in beta mode – these include Burberry, H&M, and Uniqlo. Instagram will charge a selling fee to merchants that wish to develop their social commerce strategies in this way.

So, how does the function work? Consumers using Instagram tap to view a product from a brand’s shopping post, and they will see a “Checkout on Instagram” button on the product page which activates the purchase process.

By selecting from various options such as size or colour, customers will then proceed to payment without leaving Instagram at all. They will only need to enter their name, email, billing information and shipping address the first time they check out – these details will be saved for future transactions.

Instagram said their first order is completed, a customer’s information will be securely held for convenience the next time they shop. People buying items through this method will also receive notifications about shipment and delivery inside Instagram, enabling them to keep track of their purchases.

The list of first movers to use Checkout on Instagram are listed at the foot of this article, and additional names will be coming soon according to the social media platform.

Social commerce, which is roughly defined as retail sales enabled, supported or conducted within social media sites, continues to gain transaction.

Amazon teamed up with Snapchat in late 2018 to give customers using the social platform a chance to link straight to the e-tailer’s product pages when clicking on photographs.

At the time, Patrick Munden, global head of retail at eCommerce consultancy Salmon, said the move provided Amazon with a function it had been missing, and one that could be transformative in terms of capturing a large, young audience of shoppers.

“Historically, Amazon has lacked a social commerce element in its offering, so teaming up with Snapchat to provide a search and purchase tool fills this gap,” he explained, adding he expects to see more strategic partnerships between social media companies and eCommerce businesses.


The companies (and social media handles) using Checkout on Instagram in the US:

  • Adidas @adidaswomen
  • Anastasia Beverly Hills @anastasiabeverlyhills
  • Balmain @balmain
  • Burberry @burberry
  • ColourPop @colourpopcosmetics
  • Dior @dior
  • H&M @hm
  • Huda Beauty @hudabeautyshop
  • KKW @kkwbeauty
  • Kylie Cosmetics @kyliecosmetics
  • MAC Cosmetics @maccosmetics
  • Michael Kors @michaelkors
  • NARS @narsissist
  • Nike @niketraining & @nikewomen
  • NYX Cosmetics @nyxcosmetics
  • Oscar de la Renta @oscardelarenta
  • Ouai Hair @theouai
  • Outdoor Voices @outdoorvoices
  • Prada @prada
  • Revolve @revolve
  • Uniqlo @uniqlo
  • Warby Parker @warbyparker
  • Zara @zara

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