Instagram is expanding its shopping tool across the platform, bringing it to IGTV and, in the future, Reels.
The Facebook-owned app is rolling out Instagram Shopping to IGTV, Instagram’s standalone app for long-form videos, across the globe, according to reports in the US.
The new feature will allow both creators and influencers to monetise their user base directly, and boost ecommerce activity from brands. The roll out comes as ecommerce booms during the pandemic, as more brands rely on online shopping with the decline in foot traffic due to physical distancing.
Instagram has been building its ecommerce experience for years, including with the launch of Checkout last year, a tool that allows users to transact with the app. Earlier this year, during lockdown measures around the world, Instagram expanded Shopping to more businesses, including creators.
With today’s announcement, users on Instagram are able to purchase products across Instagram Live, Stories and IGTV.
Instagram also plans to bring Shopping to Reels some time this year, according to the reports.
Reels, which launched in August, is seen as a direct competitor to TikTok which has been slow to grow in the ecommerce space.
“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,” says Instagram COO Justin Osofsky in a statement.
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