Instagram launches new shopping feature

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2021, 4:30 AM UTC

Instagram’s latest feature, “Drops”, is a tab that showcases potentially trendy products for sale on the platform.

Instagram has launched a new tab in the shopping section that opens up to catalogue showing newly launched, viral products. This update comes as Facebook tries to make further inroads into online shopping to compete with Amazon, Google, Pinterest and major retailers.

As per the article, Facebook’s efforts to support shopping across its social platforms presents it as a direct threat to Amazon in ecommerce. Instagram commented on Drops’ launch saying, “Brands that want to be at the center of culture, community and commerce are choosing to launch products on Instagram.”

Fashion and apparel brand NOCTA was one of the first brands that was added to Instagram “Drops”. Other companies that launched their products on Instagram’s latest tab were Wren+Glory and Charlotte Tilbury.

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