Life

Instagram’s brilliant new shopping feature is an absolute game changer

Posted by
Lauren Geall
Published
Woman scrolling on her phone in a red jumper and with a watch on her wrist

If you’re a bit click-happy when it comes to online shopping, you might want to look away now. 

It’s not unusual to be inspired to part with your cash after flicking through your favourite accounts on Instagram; who doesn’t love seeing the latest trends on real women bloggers? 

Well, now the social media platform is going to help you get from photograph to shop with one small click. Say hello to the all-new Instagram @shop – an account curated by an editorial team at Instagram HQ which will feature fashion, beauty and home brands for you to browse and then buy. And it’s gone live today.

Eva Chen, Instagram’s head of fashion partnerships, told Business of Fashion the account will allow users to learn more about the stories behind the brands they shop from.

“I think most of us who love to shop like hearing about the background of a product because it makes you appreciate it more,” she said.

“Fundamentally on Instagram, whether you are a person or you’re a brand or you’re a publisher, people want to hear human stories.” 

You may also like

A heart for business: Stylist investigates the rise of ethical companies

The move reflects a trend which is changing the way we shop. In Forbes list of ‘5 Trends That Will Redefine Retail in 2019’, they predicted more and more of us are beginning to shop with our emotions and will want to feel aligned with how brands present and position themselves.

And that’s translating to the brands Instagram thinks we want to see – take @zyneofficial, one of the first brands to make it onto the new account. 

Founded by two women (who also happen to be best friends), the company sells traditional Morrocan babouche-style house slippers handcrafted by a team of local artisans, many of whom are female.

This isn’t the first time the social media app has made a move that helps users shop. Back in March, the company introduced the checkout feature which lets a select group of brands sell their products on the platform. 

Starting today, Instagram will spotlight one brand a day on the account, telling followers a story about the founders and giving us a chance to discover people and businesses we haven’t come across before.

Get in losers, we’re going @shopping. 

Images: Getty

Topics

Share this article

Author

Lauren Geall

Recommended by Lauren Geall

Life

Pandora Sykes’ favourite independent brands

And you can shop them all without leaving the house....

In partnership with
Trouva
Beauty

9 beauty brands that really live up to the Instagram hype

As brilliant as they are pretty

Posted by
Amira Arasteh
Published
Fashion

The ultimate guide to the UK’s best sustainable fashion brands

From recycled denim to lab-made diamonds, Stylist’s sustainable fashion directory will help you dress with a conscience

Posted by
Moya Crockett
Published
Life

“How I quit my job and changed my life with Instagram”

Forget over-filtered coffee shots - face your fears and make #Instadreams a reality

Posted by
Stylist Team
Published
Careers

How to launch a dream business while working full time

By 10 women who did it...

Posted by
Sejal Kapadia Pocha
Published