First it allowed influencers to sell directly to their followers on its image sharing app. Now, Facebook owned Instagram has created the special @shop account, which will curate posts from various online merchants and help them sell products on its photo-sharing platform. This marks its tentative steps into the e-commerce domain. As per a company statement, it will continuously share various fashion, beauty, and home brands to gently steer users into shop from there.
After @Instagram and @design this is the company’s third human-curated feed. Eva Chen, Instagram’s head of fashion partnerships, will lead this project and will manage an editorial team who will focus @shop account.
The Facebook-owned company described the new account as a celebration of small businesses and the creators behind them. @shop will promote items from emerging brands across categories like fashion, beauty and home decor. Every product shown in the @shop account will have shopping tags that lets users make a direct purchase without leaving the app.
The account will highlight one brand daily and share an insight into its business. Currently, the @shop account features content from US brands like Mented Cosmetics, Feel jeans and Glossier Play.
“@shop is a new account created for our community of people who love to shop, brought to you by the team at Instagram,” said Instagram. “The content on this account is inspired by our community of shoppers – you. @shop is a real-time reflection of our community’s interests across top shopping categories like fashion, beauty, home decor and more.”
Over the past few months, Instagram has been constantly innovating to add exciting features to increase user engagement on its platform. In April 2019, it introduced a tap to shop tool, which allowed users to shop for inspiring looks from the creators they love without leaving the image sharing app. As per Statista, Instagram’s projected global revenues in 2021 is set to be $9.5 billion, up from $3.2 billion in 2016.
Statista data also shows that India has the third largest number of Instagram users, as on April 2019, with an audience of 64 million users. The United States heads the ranking of the countries with the most Instagram users with 110 million users.