Instagram Introduces A New 'Checkout' Feature That Lets Users Make In-App Purchases

Photo: Instagram

Instagram recently introduced a new feature called Checkout, which allows you to make purchases directly from brands without ever leaving the app. The feature shouldn’t be a surprise as the Facebook-owned platform has been making a push for e-commerce by launching various shopping-related features such as Shopping in Stories, Shopping in Explore, and Shopping Collection.

Today, we're introducing checkout on Instagram. When you find a product you love, you can now buy it without leaving the app. 🛍💕https://t.co/o1L5WsfgVE pic.twitter.com/IlVJxOr10x

— Instagram (@instagram) March 19, 2019

Now, when you come across a product in a brand’s shopping post, there will be a Checkout On Instagram option in blue. Once you tap it, you will be able to select from various options for that product such as size and color and then proceed to checkout. You can complete your purchase by entering your name, email, billing information, and shipping address. This information will be saved for your convenience, allowing you to make a purchase even faster next time.

Photo: Instagram

The feature is currently in closed beta for users in the U.S. with brands such as adidas, Nike, Outdoor Voices, and Michael Kors having access.

As of right now, only organic posts are eligible for the Checkout feature, but it’s likely that brands will be able to add the feature to advertisements in the near future. If so, that could spell even more money for brands as ads would allow them to get in front of their target audience even more, which would likely result in a higher purchase rate.

In a statement to TechCrunch, an Instagram spokesperson said “We will introduce a selling fee to help fund programs and products that help make checkout possible, as well as offset transaction-related expenses,” revealing that the platform will charge merchants a fee for transactions, giving it another revenue stream to go along with ads.

With brands being able to monetize Instagram even more, users being able to purchase products they come across in a matter of seconds, and Instagram expanding its revenue streams, Checkout feels like a win for all parties.

In other Instagram news, the platform recently announced that it is working on a new ad type that will let brands amplify posts created by influencers.

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SOURCE: Instagram Press