Instagram is adding a new feature to enable online shoppers to link to product drops through its app, TechCrunch reported Wednesday (May 26).
Drops, an eCommerce trend, are used by sellers to hype upcoming products that will usually only be available in limited supplies or for a short time period.
Instagram Drops now have a specific spot on the Shop tab to enable users to find new and upcoming product launches, the report stated. Shoppers also have the ability to sign up for merchandise reminders regarding sought-after products.
Consumers also have the option to buy items in the app through Instagram’s checkout tool and avoid third-party sites. The model is intended to give Instagram the ability to collect fees on purchases, a move that is thought to be related to Apple’s privacy updates to iOS, according to the reported.
Instagram has waived selling fees as a way to help businesses affected by the pandemic get back on their feet, the report stated. The move is also intended to combat rivals like TikTok. The new Drops feature aims to organize browsing in a single location while also making it easier to browse.
Drops available so far include Drake x NOCTA, Wren + Glory and Charlotte Tilbury. The number of drops and the variety of merchants will vary weekly as Instagram tests this new feature, according to the report. The new feature works only with mobile devices — iOS and Android — and is not available on the web.
Instagram revamped its interface and options in November to include two new tabs to spotlight Shops and Reels, PYMNTS reported. The Shop tab lets users see recommendations from creators and shop directly on the Instagram platform. Reels was launched to compete with TikTok and initially rolled out in Brazil, Germany and France.
Last month, Facebook CEO Mark Zuckerberg said Instagram creators could earn more revenue via a marketplace that connects brands and creators.
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