Instagram Checkout Tests Tap To Buy
Yesterday Instagram announced the launch of a new tap to purchase pilot program called Instagram Checkout. The beta will include twenty initial brands including Adidas and Kylie Jenner’s cosmetics line (thank gawd!) With the new functionality users can click on the image of a product once to see the price and delivery options, and then click a second time to confirm the purchase. Instagram will link users’ credit card or Paypal account in their profile to facilitate the transaction.
This test represents Facebook’s (Instagram’s parent co) first foray into eComm. I’m sure Mark Zuckerberg and team are hoping this is goes well, since it can provide a toe hold to compete with Amazon and others in the space. It’s also interesting to see that they chose to launch this on Instagram instead of FB proper. Maybe they were guessing some users might have concerns uploading their cc info on Facebook?!?
For a comparison, Pinterest has been running a product tagging program called Shop The Look for a few years now. Then in 2017 they added Target as a redirect fulfillment partner for actual purchases. This might have provided Instagram with enough of a roadmap on Tap To Purchase to launch Checkout. Should be interesting to see how they do with it.