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A More Merchant-Friendly Instagram

In years past, Instagram was not the ideal platform to push products or drive website traffic because links included in captions were not clickable and "link in bio" directions were not optimal from a usability standpoint.

As more influencers took to the network to share products, however, Instagram started releasing ways to "swipe up" within stories to follow links from verified profiles and "shop now" for select retail partners as well as advertise with clickable links.

Along the way, Instagram started to work with technology partners as well. Back in March 2017, it was announced that select U.S. retailers and businesses using the commerce platforms BigCommerce and Shopify could tag products on Instagram (many, however, were waitlisted).

Today, BigCommerce has announced that at all BigCommerce merchants can now create shoppable posts and tag products on the Instagram app. When ready to make a purchase, product tags direct shoppers to the associated product page on the merchants’ BigCommerce store.

BigCommerce tested its Shopping on Instagram features with select merchants including The Natori Company. 

Natori“Instagram has played a major role in helping us build a brand, and we love how the new shopping features allow us to easily showcase our products in a way that feels authentic to the community we’ve built,” said Ken Natori, president for The Natori Company. “In just a few short weeks of using the new shopping features on Instagram, we’ve seen a 100 percent increase in revenue from the channel and a massive 1,416% increase in Instagram referral traffic to our website.”

It will be interesting to watch how consumers and companies respond to more shoppable Instagram features, but we can expect this entirely mobile experience will impact the expectations shoppers bring to commerce websites.

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