Instagram Adds In-App Purchases! – The Buyer’s Journey 19

Purchasing on Instagram just got a whole lot easier. Now, users can buy products from select retailers with just a few taps in-app. The team discusses what this means for Instagram and e-commerce as a whole.

The Purchase Stage

The purchase stage of The Buyer’s Journey is easiest to explain. To simply put it, the Purchase Stage is when your customer purchases your product or service. But just because this is the center of the stage doesn’t mean it’s the only thing that matters. For example: how is a customer purchasing your product? What does your product’s packaging look like? If you offer a service, what does the online portal look like? On what device? These are all things that matter during the purchase stage. 

Double-Tap To Buy

Instagram’s new in-app purchase feature is just as easy as it sounds according to their blog post. Users just tape to view a product on a brand’s shopping post, then choose the “Checkout on Instagram” button. Here you’ll be able to choose from a variety of options, such as size or color. Then, during their first purchase, users will enter the contact and purchase information which is then stored. All of this is done without leaving Instagram.

Instagram's in-app checkout. Three page showing the process of buying a product from tapping on the product tag, tapping checkout on Instagram, and then placing your order.

We discussed on the show how much of a game-changer we think this in-app purchase will be. While Instagram is only allowing partner brands to use this feature, it wouldn’t be surprising to see more brands be slowly added or a full roll-out. Right now, Instagram is partnered with 23 brands including Adidas, Burberry, H&M, Nike, and Uniqlo to name a few.

Len particularly mentions how convenient purchasing in app or via social media is for his life. Josh, on the other hand, mentions that it can lead to some impulse purchasing. I think both areas of thought are valid, but no matter how you shake it the less work you need your customer to make a purchase the better.

Check out our next episode where we’ll discuss a news article covering the Retention stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

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