Among the first brands to take advantage of the new feature is Levi’s, one of 20 fashion labels working with Instagram’s new ‘Shop Now’ feature. Other brands include Kate Spade, J. Crew, Macy’s, Tory Burch and Warby Parker.
Using Shop Now, brands will be able to tag up to five products in an image; when the photo is tapped, the tags show the product name and price. Each tag opens a detailed view of the item and lets users swipe to see the other products tagged in the photo.
To make a purchase, people can simply click on the ‘Shop Now’ option in the product details view. Unlike a ‘buy now’ feature that would force people to immediately put up credit card numbers, those who click through the Instagram feature are taken to the brand’s website to buy their items.
“We are always looking for ways to create a compelling shopping experience by blurring the lines of content and commerce while also making it as easy as possible for fans of the brand to access the products they love,” said Julia Bois, Levi’s senior US consumer marketing manager. “For us, it was a no-brainer to sign on and we’re optimistic about the potential business opportunity this unfolds.”
The feature will initially only be available to certain iOS users in the U.S., and potential shoppers need to follow the Instagram accounts of each brand in order to access the function.