Instagram Checkout: buying your favourite products without ever leaving Instagram is now possible
Instagram has never hidden its intention to become an online selling-centred platform; there’ve been many clues over the last few months, and here we finally are! Instagram officially launched its “Checkout on Instagram” feature in the US this week.
This new development could be very significant, since it involves very different brands that could reach a very wide audience – from luxury segments to mass market, and from sports to cosmetics, or perfumes to handbags.
Instagram is gradually taking a central place in every business’ e-commerce strategy
“Checkout on Instagram” is the logical continuation of Instagram Shopping. The feature was launched in France in March 2018.
Instagram now reports that, every month, 130 million users tap the little bag-shaped icon that shows what products are for sale.
How does it work?
With Instagram Shopping, you can already link your product catalogue with Instagram and display product pages in the app. You know, it’s that little button in the shape of a basket… The feature is already very cool, but it forces you to leave the application to finalise your purchase on a third-party site.
With Checkout on Instagram, it’s quite different. When the feature is enabled on an article, the user will be able to click on the Checkout on Instagram button, choose from options such as size or colour, and proceed to payment.
Payment and delivery details are saved by Instagram and only need to be entered once.
Instagram becomes a real online store
Once your first order has been placed, your information will be saved – your contact details and also your payment information (credit or debit card, PayPal).
You’ll also receive delivery notifications within Instagram, so you can keep track of your purchase.
For now, roll-out is live for big US brands
At the moment, this new shopping feature on Instagram is only available for about 20 brands, including Nike, Adidas, Dior, H&M and Zara. What’s more, it can only be used, for the moment, by American Instagram users.
How does it work behind the scenes?
When payment on Instagram is rolled out to all businesses, they’ll be able to easily connect their e-commerce systems. Instagram has partnered with Shopify, BigCommerce, ChannelAdvisor, and CommerceHub.
Order, stock, and customer accounts management will still happen on those platforms.
When you consider how easy it is already to plug Shopify into Instagram and Facebook, it’s likely that Checkout on Instagram will be a huge hit.
An e-commerce platform that does everything like the big players
Announcement from Instagram: “Once you place your first order, your information will be securely saved for your convenience on your next purchase. You will also receive shipping and delivery notifications directly within Instagram, allowing you to keep track of your purchase.”
Instagram has always had a strong notification game for comments, likes, and shares.
Notifications are the ultimate weapon for an app to remain indispensable to its users even when they’re not actively using it.
Optimal ROI calculation
There are ways to estimate the amount of revenue that social media posts bring in through the use of tracking URLs and the like. But it’ll never be the same as the data collected by selling directly through a social network.
Now, retailers selling products on Instagram can see exactly how many sales were generated from a particular post.
Skip through conversion funnel steps!
Instagram’s goal is to take the friction out of the online shopping experience and make it a truly native experience.
For brands, this new possibility will certainly ensure a better conversion rate.
The conversion funnel is totally managed by Instagram, users never leave the app, and they arrive very quickly at the payment stage.
We can even imagine that there’s a reassurance factor for small brands, with Instagram vouching for their credibility and the managing payments directly on the app.
And above all, there’s no need to create an account like on a brand’s store. It’s a major answer to the problem of “abandoned baskets”, which right now send online sellers’ conversion rates tumbling.
In exchange, Instagram takes its share!
“Instagram Checkout: the future Cash Machine of the Facebook Group!” The exact amount hasn’t yet been communicated, but Instagram has announced that a commission will be charged by the platform for each purchase.
This could be the pot of gold at the end of the rainbow within the reach of the Facebook Group. Especially as it’s safe to say that Instagram Checkout will also soon be integrated into the advertising solutions offered by Facebook Business Manager.
If you’re looking for a good Facebook Ads agency, look no further! 🙂