Instagram opens up shoppable posts to BigCommerce merchants

Doris Richards
October 4, 2017

Shopify will roll out Shopping on Instagram to thousands of merchants before the 2017 holiday season.

The platform expansion adds yet another sales channel for Shopify sellers, who already can sell through Facebook, Messenger, Pinterest, Houzz and Buzzfeed.

The integration means that retailers on the eCommerce platform will be able to tag products in Instagram posts with a link to take consumers directly to an associated product page, so they can proceed with their purchase or find out more about the product.

Currently, 60% of Shopify's 500,000 merchants sell in two or more channels. "Together with Shopify, we are enabling new ways to turn discovery into exploration, allowing Instagrammers to find new things from brands they love and businesses to find opportunities to build relationships with these valuable customers", Instagram said in a statement. Shoppable posts give merchants more tools to display their products, and guide shoppers toward purchasing items without immediately forcing them out of Instagram, improving the product discovery experience.

Shopify merchants can connect their online store with their Facebook product catalog in Instagram. Since then, Shopify has been testing the feature with a handful of its merchants before widely releasing it and the company says seller response has been enthusiastic. Shopify plans to expand this for broader access to merchants in the future, as further testing and development happens during this rollout.

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