How Instagram's Checkout Feature Will Change How You Do Business
Earlier this year, Instagram announced the roll-out of one of the most significant developments in the future of ecommerce: a checkout.
The social media giant has grown to over a billion users (potential customers) and is currently testing its new checkout feature on people in the US on a number of brands such as Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara.
Why does this matter? It’s an indication of where one of the world’s biggest companies sees its future: transactions & ecommerce. It’s the start of an attempt to shift power (and data and time spent on site/app) away from website platforms and their payment gateways. Your customers will eventually purchase from your Instagram page, for a small transactional fee at your expense of course.
Instagram shopping doesn’t completely close the sales loop yet. The browser within the Instagram app is not as sophisticated as Chrome or Safari so users haven’t all taken a liking to instant shopping via Instagram, many often return directly at a later moment on a browser. Being able to checkout directly within the Instagram app is a huge new opportunity for your business to make money out of digitally savvy customers and take advantage of impulse purchases. Your focus remains the same in creating a frictionless experience from content to checkout and back to browsing. It’ll just be a whole lot easier to convert your audience into customers.