Checkout: Instagram’s new direct shopping feature

Instagram takes social commerce to the next level. In an official note, the company announced its latest feature: Checkout. A further development of Instagram Shopping, which is already an integral part of the platform.

So far, users who are interested in products can buy them through product tags. The purchase itself, however, takes place externally in the online shop or on the website of the respective provider. This will change with Checkout. With this feature, products can be purchased directly on Instagram via the “Checkout on Instagram” on the product page. Without leaving the app!

Br24 Blog Checkout on Instagram: View of Instagram's feature Checkout within Instagram
Images: © Instagram

Both the selection of options such as colour, size or quantity, as well as the purchase process take place directly on Instagram. Data such as address, payment information, etc. are stored on the platform and can be used for further orders. Users also receive information about shipping and delivery directly via Instagram notifications.

Smooth shopping experience

With the new feature Instagram promises its users a simple, convenient and at the same time secure purchase process. Instagram Shopping is already very popular with businesses and customers. With Checkout, the shopping experience on both sides can be considerably shortened and improved. The interest in this function will be accordingly high.

Checkout is currently in closed beta phase for selected companies in the US. Brands like Adidas, Burberry, H&M, NYX Cosmetics and others are in the process of integrating the feature into their Instagram appearance.

It remains exciting how Checkout will change the shopping experience on Instagram and how companies will use this feature. Decisive for the success on Instagram is and remains a skillful content mix.