BigCommerce announced that its online sellers will be able to upload ‘shoppable’ Instagram stories.
Brands can now tag products within their Instagram stories, meaning viewers can click on the products and go directly to the brand’s store to purchase the item. Providing even more organic opportunities to push traffic back to product landing pages.
In 2017, BigCommerce partnered with Instagram for the launch of its shopping functionality, which made shopping on the app available today across 44 countries.
Through this, BigCommerce merchants can tag products in their Instagram posts, making information such as pricing and product descriptions available to browsers. These product ‘tags’ direct shoppers to the relevant page on the merchants’ store.
Instagram Large Audience Surpasses Marketplaces
More than 500 million people are active on Instagram every day, according to Kevin Weil, Instagram’s vice president of product.
According to BigCommerce, Shopping on Instagram has generated a more than 2,000% increase in site traffic from Instagram for some brands, with many reporting an increase in conversion from the social media platform.
Instagram is also adding a shopping tab to its existing app and is reportedly developing a dedicated shopping app, which seems to position the social media platform as a hybrid social media platform and eCommerce marketplace.
“BigCommerce merchants were some of the first to get access to shopping on Instagram functionality. After seeing the immediate impact it had on customer engagement and sales growth, they have been anxiously awaiting for the opportunity to extend product tagging to Instagram Stories. Today’s announcement represents yet another way that our merchants are able to use social commerce to create meaningful connections with their customers.”
Jimmy Duvall, chief product officer at BigCommerce
Instagram Stories have seen rapid growth and consumption year on year, with consumers and brands of all sizes flocking to the feature, which allows users to tell a story through a collection of pictures and video posts.
The feature is similar to Snapchat’s My Story as posts have a limited 24-hour life before vanishing from the feed.
This makes Instagram Stories ideal for short-term promotions such as introductory sales, flash sales, or limited quantity sales.
Shopping on Instagram Explore (Tabs)
Instagram is also adding a topic channel for shopping in Explore.
The shopping channel will be based on each user’s specific shopping interests and will display shopping posts from a variety of brands that the user may like, giving them the opportunity to discover new businesses.
Instagram says the shopping channel in Explore is currently testing and will roll out globally over the coming weeks to all its users.