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Instagram shopping

Going to social media for shopping

Instagram is further diversifying its revenue and has rolled out its shopping Reels and Shop tab around the world after test in October. The idea is that businesses can tag products and viewers can tap through those tags to buy or save them. There is also a branded content tag for influencers who are paid for their posts.

With this rollout, Instagram now has shopping available in every format on the app — the Feed, Stories, IGTV, and Live, the notes.

Instagram head, Adam Mosseri, told the that he is yet not satisfied with the platform´s Reels: “We’re growing both in terms of how much people are sharing and how much people are consuming, but we have a long way to go. And we have to be honest that TikTok is ahead.”

Instagram is also seeing a conflict between its many different video formats. Mosseri says “most people” likely don’t know the difference between videos posted to Instagram and IGTV, the app’s format for longer videos.

The restrictions to fight the pandemic is moving more and more shopping online and Instagram shopping and other shoppable social media is a focus for many.

“Shoppable content is not new, but there’s no question it’s gained more traction over the last year as consumers move online in their masses amid ongoing coronavirus restrictions,” Olly Johnson, Managing Director of Commerce at Jungle Creations, wrote on

“I’ve no doubt shopping directly through social platforms is set to take off exponentially in 2021, with increased engagement and personality cutting through via video from brands and influencers alike.”

Outlets such as Amazon Live have allowed shoppable video to enter the big screen of online, and it’s now a proven concept, he said. Adding ‘buy buttons’ within the content itself makes transactions seamless for consumers.”

Emma Chiu, global director at Wunderman Thompson Intelligence, told digiday: “Livestream commerce is really taking off, as shoppers’ appetite for in-person and spontaneous live experiences, usually found in brick-and-mortar stores, are being adopted by digital platforms. Offering live and interactive content to e-commerce is becoming the new way to browse ‘in-store’ in real time.”

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