Instagram is giving new meaning to the phrase window shopping by letting people buy items directly from the photo-sharing app.
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Next week, 20 US-based retail brands—including Kate Spade, JackThreads, and Warby Parker—will start posting interactive photos to Instagram that let followers tap through and buy the items featured in the image.
Each image will feature a "tap to view" callout in the lower left-hand side; tap it to reveal the name and price of the products featured in the photo (Instagram supports up to five tags). Tap a tag to open a more detailed view in another window. If you like what you see, click "Shop Now," at which point you'll be redirected to a browser view, where you can add items to your cart and check out.
"This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search," Instagram said in a blog post.
During the initial testing phase, new features will be available to a handful of iOS owners within the US. Future rollouts will explore product recommendations, ways products are showcased to shoppers, global expansion, and the ability to save content.
"We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile," the network said.
Additional business partners include Abercrombie & Fitch, BaubleBar, Chubbies, Coach, Hollister, J.Crew, Levi's, Lulus, Macy's, Michael Kors, MVMT Watches, Target, Tory Burch, and Shopbop.
This is separate from Instagram ads, which introduced an interactive, clickable function in March 2015, allowing users to swipe left on sponsored posts to view additional images and get a link to the company's website.