Instagram will introduce a new feature within the app from next year which will enable users to shop for new products. The consumers, by tapping the “buy” button next to an image, will be able to access the product page based on a cost per sale model. Once payments and other aspects are figured out, Instagram will start selling directly.
Instagram already has a feature to shop through the platform via Instagram Stories, where a user with a considerable following or a verified page can use the swipe-up feature to direct the consumer to the brand’s website. Globally, Instagram allows users to shop through a shopping channel as well.
Though shopping on Instagram will boost sales for brands and e-commerce platforms, but it could become a threat to online retailers, especially fashion platforms, in the future. Currently, 80 per cent of India’s online fashion market, which is estimated at more than $4 billion, is controlled by Flipkart-Myntra and Amazon India.
According to industry estimates, India has the second-largest Instagram user base outside the US. Though revenues from India remain trivial for most tech firms, the market has become one of the biggest contributors to growth in the numbers of users for companies such as Facebook and Google.