Marketing 2 min read

Native Commerce Possibilities on Instagram Intrigue Creators

Online shop and Instagram of Kylie Cosmetics, Kylie Jenner's million dollar company. | A. Mertens /

Online shop and Instagram of Kylie Cosmetics, Kylie Jenner's million dollar company. | A. Mertens /

Influencers, brands, and businesses are intrigued by the possibility of native commerce functionalities on Instagram.

For a while now, Instagram has been working on ways to enable commerce directly within the app. Last year, it came one step closer to attaining this goal.

In May 2019, the photo-sharing app allowed specific creators to tag the products that appear in their posts. They can then link these tags to purchase opportunities.

At first, the feature targeted brands and retailers only. However, Instagram soon expanded the test to include specific macro creators and celebrities in the beauty and fashion industry.

After tagging products in their posts, the links automatically direct the creators to Instagram Checkout. Instagram introduced Checkout last year as a secure way to complete purchases on the app.

To use the shoppable posts feature with creators, the brand or retailer must be participating in Checkout already.

Creators Intrigued By Native Commerce Possibilities on Instagram

As you can imagine, the possibility of a convenient path to purchase on Instagram intrigued creators.

In a statement to eMarketer, an Instagram creator that focuses on fashion, Maddie Potter Duffsaid:

“A lot of people don’t like to jump from app to app; it’s time-consuming, it feels weird, or they just forget to make the purchase. I think simplifying that process and keeping it all in one spot can be really nice and convenient.”

It makes sense that Instagram would involve creators in its social commerce plans since they have so many followers.

The 2019 GlobalWebIndex report suggests that 41 percent of internet users in the U.S. and the U.K. between 16 and 64 years use Instagram to engage influencers. Meanwhile, only about 39 percent did the same on Facebook.

Also, Instagram users are relatively young.

According to an eMarketer forecast, about 60.8 percent of Instagram users were below 35 years last year. As a result, they are highly receptive to pitches from the influencers that they follow.

Read More: A Quick Look at Instagram Influencer Marketing in 2020

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