SAN FRANCISCO, March 20, 2019 (BSS/AFP) – Facebook-owned Instagram on
Tuesday made a move into potentially lucrative e-commerce by adding an option
to buy products shown off in posts by selected brands.
A new “checkout” button for instant purchasing launched in a beta version
of the app in the US with a limited number of businesses, according to the
popular image-centric messaging service.
“We’re introducing Checkout on Instagram,” the Silicon Valley based
division of Facebook said in an online post.
“When you find a product you love, you can now buy it without leaving the
app.”
Tapping the checkout button will allow shoppers to select options such as
size or color and then pay for items without leaving the Instagram app.
Previously, people inspired to buy products featured in Instagram posts had
to follow links to outside online shopping sites.
Information entered for an initial purchase will be stored for future use,
according to Instagram.
It remained to be seen how people would feel trusting information such as
credit card details to a service owned by Facebook, which has been hit with
waves of criticism for its handling of personal data.
Brands taking part in the checkout feature included Adidas, Burberry, Dior,
H&M, Nike, Oscar de la Renta, Prada, and glasses retailer Warby Parker.
Facebook makes the bulk of its money from digital advertising but has
dabbled with e-commerce in the past. It has pitched its Messenger service as
a communication platform for shops or brands to connect with customers.