Shopify is an eCommerce platform that has been integrated with platforms like Buzzfeed, Facebook Messenger, and others for some time. It makes purchasing goods through online platforms easier, which benefits companies and consumers.
In this new rollout, merchants selected by Instagram and Shopify will be able to start tagging their posts with products in Instagram’s apps to showcase to their over 800 million monthly active users. With Shopify’s 500,000+ merchants in categories like fashion, jewelry, beauty, furniture, and home decor, it’s a perfect match to Instagram’s inspired community.
“Discovery is at the heart of the Instagram experience. Together with Shopify, we are enabling new ways to turn discovery into exploration, allowing Instagrammers to find new things from brands they love and businesses to find opportunities to build relationships with these valuable customers,” Instagram said.
Shopify merchants continue to benefit from the powerful integration between Shopify’s online store and Facebook’s product catalog. Once selected, merchants can choose to connect this catalog in Instagram without any extra effort. This lets them make any new Instagram post shoppable by easily tagging it with any of their Shopify products, right from inside the Instagram app. When users see a post with a tag, they can tap it for more product details and to buy on the merchant’s checkout without ever leaving the app.
I can speak to the fact that young women like my wife already shop on Instagram, they just don’t pay and check out on the platform. Instagram has created a sort of purchasing culture defined by scarcity. “Makers,” as they’re called, tell their followers something like, “I have a limited number of patterned handbags going on sale at 8pm. First come, first serve!”
The makers then post at the designated time that the sale is open and the items they are trying to sell are often gone in less than five minutes. Could a maker make a thousand handbags and sell them all on her website over the course of a month? Maybe. But if you can create scarcity and sell 10 a week on Instagram at a higher markup, why wouldn’t you?
The only inconvenience is that buyers can’t purchase through Instagram. The makers and the lucky buyers have to converse via DMs or email to make a sale happen.
The urgency and the hype created by Instagram works in the favor of these makers, and now that shoppers will have the ability to purchase items on the Instagram platform, it will only be easier and help makers.
Do you use Instagram for marketing purposes to sell products? If so, how might you take advantage of this change? Head over to Shopify and get signed up for the program if you think it will help you and your business. It looks like the program is in testing and will incur a monthly fee to use, but if it increased your sales significantly, which it should, it would likely be worth it.
Chris Martin is the Co-Creator and Chief Content Officer at LifeWay Social as well as a Content Strategist at LifeWay. He and his wife Susie live outside Nashville, TN.