Instagram launches shopping tool in Oz

By Jared Hodge

Social media application Instagram launched its shopping tool function in Australia, allowing consumers to shop directly off the platform.

Businesses can setup product catalogues through Instagram parent Facebook’s business manager, which they will then be able to add to Instagram posts using a tag feature.

Country Road said it will integrate the product catalogue with its own realtime inventory information so that the shopping catalogue updates dynamically and reflects current stock availability. The fashion retailer has been a long-term partner for Facebook in Australia and has worked with Instagram on a variety of product tests in the last few years.

Paul Conti, Country Road’s marketing manager for channels told reporters that mobile commerce is “far and away” its largest online channel, accounting for 51 per cent of total e-commerce sales in a single week recently.

Instagram shopping is not a paid advertising feature, and the platform will not be charging a commission on items sold to customers who have used the service.


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