After testing Shopping in Stories with a select number of e-commerce brands in June, the company is expanding the e-commerce feature globally.
Instagram is expanding Shopping in Stories globally and launching a Shopping channel in its Explore tab. Since it began testing the Shopping Bag icon in Stories this past June with a limited number of e-commerce brands, the company reports more than 90 million accounts per month have tapped on the shopping bag tag used in posts.
The newly released Shopping channel in Explore offers a unique space where consumers will be able to find products from the brands they follow and discover new brands.
Why advertisers should care
These latest shopping features on Instagram aim to bridge the gap for advertisers that want to go from using the app as a marketing tool to leveraging it as an e-commerce channel. With Shopping in Stories, brands will be able to place a shopping bag icon on any products within a Story, making it possible for users to click the shopping bag and view product information, more images or links to the brand’s website to purchase the product.
With more than 400 million people engaging with Instagram Stories every day, bringing Shopping into Stories can further extend a brand’s reach when trying to connect with consumers. According to Instagram, one-third of the most viewed Stories are created by businesses.
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