It's official, Instagram wants you to shop without having to open up a new browser window. The platform will start displaying shoppable tags on photos from about 20 retail brands in the US. The retailers tag products in their photos, which are hidden behind a “Tap to view products” button. After selecting their product of choice, users see an in-app details page with a specific product’s price, description, additional photos, and a “Shop Now” button to buy it on the web.
Since the products load within Instagram, the process moves much quicker than being directed to a browser. Instagram is not taking a cut in purchases but rather plans to monetize the product by allowing brands to show shoppable photos to users that do not follow them. Eventually Instagram wants to implement a “save” feature so users can bookmark products that are of significance.