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Instagram “in-app checkout” is here…

March 19, 2019 / Reading Time: 2 minutes /
Oli Yeates
CEO & Founder

After months of rumours, Instagram has today announced “Checkout on Instagram” allowing people to buy products they like the look of without leaving Instagram.

Available in the US only it will be trialled on a number of household fashion brands – list below.

It is a massive move which many people had been predicting for a number of months. Previously, buying something on Instagram had required a standard pop-up web view on the retailer’s website, where users may be more likely to abandon their shopping carts as the experience changes. Instagram hopes that allowing people to complete their purchases inside the app will inspire them to spend more & make the process much more straight-forward — and to create a big new business for parent company Facebook in the process.


Instagram announced today “When you tap to view a product from a brand’s shopping post, you’ll see a “Checkout on Instagram” button on the product page. Tap it to select from various options such as size or color, then you’ll proceed to payment without leaving Instagram. You’ll only need to enter your name, email, billing information and shipping address the first time you check out.

Once your first order is complete, your information will be securely saved for convenience the next time you shop. You’ll also receive notifications about shipment and delivery right inside Instagram, so you can keep track of your purchase.”

Here’s the list of brands which will be the first to trial the new feature:

Adidas @adidaswomen
Anastasia Beverly Hills @anastasiabeverlyhills
Balmain @balmain
Burberry @burberry
ColourPop @colourpopcosmetics
Dior @dior
H&M @hm
Huda Beauty @hudabeautyshop
KKW @kkwbeauty
Kylie Cosmetics @kyliecosmetics
MAC Cosmetics @maccosmetics
Michael Kors @michaelkors
NARS @narsissist
Nike @niketraining & @nikewomen
NYX Cosmetics @nyxcosmetics
Oscar de la Renta @oscardelarenta
Ouai Hair @theouai
Outdoor Voices @outdoorvoices
Prada @prada
Revolve @revolve
Uniqlo @uniqlo
Warby Parker @warbyparker
Zara @zara

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