Instagram expands shopping features with IGTV

By

Jennifer Braun

Published
Oct 8, 2020

Instagram is set to expand its shoppable video capabilities, as the company continues to invest in e-commerce. 

The social media platform announced on Monday that it will roll out globally a direct shopping functionality on its IGTV video app, and soon, Reels. 

The new feature on the Facebook-owned app will offer creators and influencers a way to directly monetize their user base on Instagram, and give brands an easier way to sell to its followers via video content.

On IGTV, consumers will now be able to watch and buy an item via video content. They can complete the purchase via Instagram Checkout or on the seller’s website. 

Instagram has largely invested in e-commerce in recent years, with a direct focus on making its platform more shopping-friendly. Last year, it launched its Checkout feature, which allows users to make a purchase directly through the app. Likewise, over the summer, it updated its dedicated Shop section, now powered by Facebook Pay.

The company’s e-commerce expansion arrives as consumers are shopping online more than ever, due to the coronavirus pandemic’s acceleration of the industry.

With its latest feature, Instagram users can now view products and make purchases across IGTV, Instagram Live and Stories. Later this year, they will equally be able to shop Reels, Instagram’s answer to video rival platform TikTok. 

“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living,” said Instagram COO, Justin Osofsky, in a statement.