Instagram shopping feature to expand with new brands

Image: Instagram via AFP Relaxnews

Instagram is soon set to boost its shopping functionality, following positive results from both brands and customers during the initial testing phase.

The company, which began a limited shopping test on its app with 20 brands (including J. Crew, Warby Parker, Kate Spade, Macy’s and MVMT Watches) in November, said the initiative had delivered “very nice results with how people are engaging with the experience,” with the social media giant now ready to expand the program to thousands of brands in the apparel, jewelry and beauty spaces.

According to Jim Squires, Instagram‘s director of product marketing, the rapid customer adoption of the shopping component has seen more retailers want to sell on the platform, with the expansion to also include updates that will make it easier for marketers to tag shoppable products in their posts and monitor post performance.

While a specific timeline on that launch has not yet been set, Squires said the rollout is expected to kick off over the coming weeks, first coming into effect for United States-based businesses, followed by international expansion over the coming months. JB

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