What is Instagram’s in-app Checkout Feature?

Mar 29, 2019

Instagram recently announced an in-app checkout feature. But what is it and what does it mean for the future of Instagram?

What is it and how does it work?

We’ve all been scrolling through Instagram and seen a pair of jeans or a coat from a brand that we like. Instagram’s in-app checkout feature will allow companies to post photos of their products, and viewers will be able to click on the image and be redirected to the checkout. This cuts out the hassle of trying to search through the company’s website to find the products you love.

How does it benefit companies?

Brands will pay a fee to Instagram in order to be able to use the in-app checkout feature on their posts. The company will then receive the money made from the purchase as normal. This will benefit companies because it means that customers have a quick and easy user experience when buying products shown on Instagram. The aim of this is to increase first-time buyers and encourage repeat shoppers through the easy experience and the convenience of having the item ready-to-buy right there and then.

How does it benefit users?

There will be no long payment process, as Instagram will give users the option to store their payment information and delivery options in order to make payments as quick and smooth as possible. It will also benefit customers because they don’t have to search the brand’s whole product range, they can buy it right there and then. It will be easy to use and easy to identify products that are eligible for the in-app checkout through a blue box on the post.

When will the feature be available?

This feature doesn’t have an official launch date yet, but it is believed that 20 top companies including H&M, MAC Cosmetics, Nike and Zara will be the first to test it out.

What does it mean for the future of Instagram?

Instagram believes that this feature is revolutionary in the shopping industry. As the shopping industry is moving more online, Instagram plans to take full advantage of this. In the future, if the feature passes testing, it could mean a great new way of boosting income for smaller businesses too!


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