Instagram is expanding its shopping service across IGTV globally and is planning to bring the service to Reels as well. The shopping feature on IGTV allows users to watch a video and purchase products displayed in the video. It has offered influencers and creators a way to directly monetize their user base on Instagram. Brands get to benefit from the feature too, as they can sell their merchandise to followers.
Lately, Instagram has been focusing on maximizing the shopping experience on its platform. For this reason, the company is keen on integrating its Shopping feature within Reels as well.
Instagram explained that its aim is to make shopping directly from videos easier by bringing Shopping to IGTV and Reels, while simultaneously helping sellers with their businesses by reaching more customers.
Instagram launched the Shopping channel in the Explore section in 2018, and then brought Shopping tags to Stories. Last year, it also introduced a way of transacting within the app, via Checkout. It also redesigned the Shop section, which is powered by Facebook Pay. Most recently, the company expanded Shopping to IGTV and Instagram Live.
Instagram also collects selling fees on purchases made via in-app checkout, hence generating a new revenue stream, especially because most customers choose to make purchases without leaving the app, as they find it more convenient. Plus, more and more customers are buying products online ever since the coronavirus pandemic and lockdowns.
Instagram also stated that it would make its shoppable IGTV videos discoverable on Instagram Shop as well.
While Instagram hasn’t yet revealed when exactly it will roll out Shopping via Reels, it did state that the feature will make an appearance later this year.