Facebook, Pinterest and Instagram are the leading social media for companies relying on visual commerce. Since March 2019, Instagram offers a native Checkout, allowing users to buy products they find on their timeline directly from their mobile app. Instagram’s Checkout promises to offer a seamless purchase experience for brands on the platform.

Many consumers head to social media like Instagram for inspiration and to discover new products. For them, Instagram added product tags in the Instagram feed, product stickers in Instagram Stories and a shopping destination in Instagram Explore. Since a timeline is only ‘temporarily’ and consumers naturally don’t discover and buy a designer’s handbag in a minute or two, Instagram made it easier to save and share products, too.

Instagram Checkout

Now, Instagram Checkout, makes that shopping experience more convenient and secure. People no longer have to navigate to the browser when they want to buy. And with their protected payment information in one place, they can shop their favorite brands without needing to log in and enter their information multiple times.

Instagram Checkout only only passes along the necessary information for the seller to complete the fulfillment, like contact information and the delivery address. All payment information and the user’s e-mail address stays within Instagram. Instagram’s Checkout does not integrate with a brand's retargeting. Initially, buyers will be able to pay with Visa, Mastercard, American Express, Discover and PayPal.

Sellers pay Instagram a so-called selling fee, like they are used to when selling on marketplaces like Amazon.


Instagram Checkout will forst be piloted in the US with Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara.


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