Instagram’s latest shopping feature demonstrates the growing power that brands have to transform ‘likes’ into sales.

Instagram shopping 2019

Online shopping through Instagram has just become simpler. Now, with the rollout of its latest ‘Checkout with Instagram’ feature, users can make in-app purchases without being re-directed to a brand’s website, demonstrating the growing power that brands now have to convert social media “likes” into sales.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The offer of a seamless shopping experience holds potential for Instagram to capitalise on social media as an emerging online channel. Its emergence is being catalysed by its convenience factor as well as the inspiration it provides to users – particularly for fashion and beauty purchases. It also presents a significant opportunity for brands to capture impulse spending from shoppers, some of whom are adopting a ‘see now, buy now’ mentality.

In fact, 40% of global millennials claim to regularly use social media sites or apps to purchase products, while 49% of global millennials use it to discover new products and brands, according to GlobalData’s 2017 Q4 primary consumer research.

Instagram’s latest feature can thus be leveraged by brands to bridge the gap between these two behaviours – discovering and purchasing products online – by emphasising the efficiency of a frictionless shopping experience.

Additionally, considering that millennials are a generation already perceived as spending a significant portion of their time browsing social media, this offers a potential avenue for brands to engage with such consumers to expand their reach and boost sales.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Furthermore, the fact that shopping on social media is most concentrated among young adults highlights that this behaviour is becoming more pronounced over time, pointing toward the likelihood for social media commerce to increase in importance in future.