Last week, Instagram announced that it is extending access to Instagram Shopping to more businesses and creators. Instagram has expanded access to this feature by updating the eligibility criteria which comes into effect on July 9 in Australia.
“whether you are a candle business making a foray into e-commerce, a musician selling merch or a food blogger expanding into your own cookware line, any eligible business or creator account with at least one eligible product can use shopping tags to drive people to their website to make a purchase.” – INSTAGRAM
Instagram Shopping is a feature that allows users to share products through Instagram posts and Stories and appear in Search & Explore. Product tags in the post or product stickers in the story will connect the user to a product description page featuring an image, description, price, and a link that loads your website product landing page within Instagram. This means the user does not leave Instagram throughout the shopping experience. Accounts can also feature a large call to action on their profile to View Shop to see all the products on offer via Instagram.
Typically, the eligibility criteria is vague and open to interpretation but it also appears easier for most businesses that are currently selling products online to comply. Businesses must have at least one product available for purchase and are required to tag products on Instagram from a website that they “own and sell from.” Meaning affiliate sales is not complaint. Instagram states this is to ensure “a consistent and trusted shopping experience.”
“Businesses of all kinds will now have access to our Shopping tools, which is especially important in light of the economic challenges many are facing this year. We’re also ensuring that our updated commerce policies make shopping on Instagram more transparent for businesses and people alike.” – Facebook Australia director of sales Naomi Shepherd.
This change represents an acceleration in the availability of omni-channel ecommerce options available to businesses. Search and social media shopping is experience experiencing a dramatic rise in popularity, and now, accessibility.
How effective will it be for businesses? Instagram is an a platform driven by aspiration. Users experience a spike in dopamine and the rush lowers inhibitions and increases the impulse to purchase. This means that bringing your product forward to the user to purchase paired with an aspiration, and uplifting content and image is going to be a powerful opportunity to sell.
In order to take advantage of this, your website must use an “approved platform”, such as WooCommerce, and it needs to be connected to your Facebook Page. The latest versions of WooCommerce have has a connector built in which enables a feed of your product data to be available in Facebook & and Instagram. Contact us today to have your store setup in Instagram and set up your first sales post.
