Instagram has announced two updates to its shopping functionality, extending it outside of the feed.
Following a trial in June, the platform is now launching shopping in Stories to consumers globally.
Instagram is also announcing a new, personalised channel in Explore for shopping.
Users will now have a dedicated space in Explore to visit when they want to shop from the brands they follow or discover new ones.
Facebook ANZ group industry director Naomi Shepherd said as of today, more than 90 million accounts tap to reveal tags in Shopping posts on Instagram every month.
“We're thrilled to announce these new shopping updates to Instagram today.
"People come to our platform because they can connect with their friends and their interests in one place, but it's also become the destination for the next generation of shoppers.
"Over half of young Australians have bought something through Instagram before, and nearly two-thirds of Aussie small businesses say the platform has helped them increase sales.
"We're committed to building our Instagram shopping tools for both customers and businesses, and these new updates provide new pathways to inspiration and connection for our community.”
A slew of local fashion brands have thrown their support behind the initiative.
Stylerunner head of content Lauren Skora
“The action of tapping the products, seeing prices and shopping all within Instagram stories creates a more seamless experience for the customer, as opposed to clicking a link to be navigated away from the space. By using this tool to gain a better understanding of what our customers want to see, we can show them more of what they love.”
The Iconic CMO Alexander Meyer
“Our customers love being able to connect with our product faster than ever before and we’ve seen this through increased engagement and discussion within post comments.”
Spell & The Gypsy Collective marketing manager Mel Carrero
“Shopping in Stories provides another easy step for our followers to shop or discover pieces, as well as insights. We have noticed less questions around pricing and product, as it is an easier way for them to see the pieces, so the connection is more convenient.