Instagram has long been providing a platform for retailers and brands to generate interest in their products. This year, L2’s Department Stores study found that an increasing number of department stores are turning those interactions into sales. Of the department store brands with Instagram accounts, 45% have integrated shoppable features in their products. Like2Buy is the common method of directing users to purchase, but many have begun to experiment with INSTASHOP and getcandid.com. Some also link to a dedicated page on the brand site that showcases items featured on Instagram.
Whether or not they use native Instagram tools, brands should find ways to direct Instagram users to mobile products as two-thirds of Instagram users have used their phone to make a purchase and are 70% more likely to purchase a product on their phone.