Instagram has launched a Checkout feature to enable its users to buy direct from the app. Checkout on Instagram is currently in closed beta for businesses and available to US users. Participating brands include Adidas, Burberry, Dior,
H&M, Nike and Zara are among 23 brands taking part in the beta.
When a user taps to view a product from a brand’s shopping post, they will see a ‘Checkout on Instagram’ button on the product page. They then tap this to select from various options such as size and colour, and then proceed to payment without leaving Instagram.
Users need to enter their name, email, billing information and shipping address the first time they check out. This information is securely stored for future transactions. Users receive notifications about shipment and delivery inside the Instagram app.
Checkout on Instagram is an evolution from the digital price tags that Instagram has enabled retailers to place on images and in videos of products since 2016. A ‘shop’ button on the images takes the user out of the app to the retailer’s website to buy the item.