Article

Instagram Launched a Redesigned Shop

by Thibault

Instagram is moving forward with its plans to promote Instagram as a place to shop with the launch of its new Instagram Shop, a place to shop from inside Instagram Explore.

Instagram Shop is described as a place to browse products from favorite brands and creators, as well as curated collections published by the Instagram-run @shop account. In the Shop tab, you’re able to filter by categories like beauty and home, for example, and then check out directly in the app.

While there was already a way to shop within Instagram before today — and even check out from select accounts without leaving the app — the new Instagram Shop has been designed to encourage even more browsing and discovery of brands, creators, and products.

Shop itself grew out of how Instagram users were already using the platform to find new things to buy. The photo-centric app had naturally drawn in users who posted creative content, often including well-styled photos of fashion, beauty products, art, home décor, and more. And thanks to the rise of influencers and their numerous deals and promo code, Instagram was often a place where you’d find products being demoed and discussed, encouraging purchases.

Meanwhile, Instagram ads and their nearly perfected targeting capabilities would appear in your feed, eerily suggesting the very thing you’re likely to buy.

The new Instagram Shop is the culmination of all this data and insight, put into its own destination. How well it will covert as a standalone product, however, remains to be seen. After all, Instagram’s ability to connect users to brands was often due to the massive amount of time users spent inside the Instagram app scrolling through photos — eventually, they’d see something they liked.

The new Instagram Shop experience is personalized to the end-user. There are rows with your favorite brand and creators, for example, underneath large, attention-grabbing images at the top of the screen. There’s also a personalized “Suggested For You” section at the bottom.

Written by Thibault

Thibault is a cofounder of Capssion