Social media site Instagram, has launched a new feature allowing retailers to show prices and product descriptions in their posts. Instagram’s Global Head of Business, James Quarles, hopes that this will bridge the gap between apps that provide inspiration for things to buy, and those that allow purchases. The new feature is Instagram’s latest development from last year’s ‘shop now’ button, which redirects followers to a web browser to buy a product.
Facebook, owner of Instagram, has been allowing a small number of brands to sell their products directly through the ‘shop’ section on their individual pages since 2009. It has recently launched ‘marketplace’, allowing people to buy and sell second hand items from their neighbours.
Instagram has confirmed that 20 US retail brands, including Kate Space, Coach and J.Crew, will start sharing organic posts of their products, as opposed to advertisements, which will feature a ‘tap to view’ icon on the photo and further details if clicked. For now, Instagram, the host of 500 million monthly active users, will not be taking any financial cut from the purchases made through this new feature, and will continue to make money solely from advertisements.