Image: Instagram

Instagram has just launched a new in-app checkout feature. The feature will allow users to buy products on Instagram without needing to exit out of the app to complete their purchases.

Roughly 130 million users click through on Instagram’s product tags. Now they will all be able to make purchases directly on the app, as opposed to being redirected to brands’ websites to complete their purchases. The tags will appear on Instagram stories, feed posts, and explore.

With Checkout tags, brands can expect a surge in conversion rates, which is a huge benefit to them. Users will now be able to shop on the app, and make purchases in less than a minute.

As expressed by Instagram: “With their protected payment information in one place, they can shop their favorite brands without needing to log in and enter their information multiple times.”


In order to purchase via the app’s new checkout feature, users need to tap on a brand’s shopping post. From there, a “Checkout on Instagram” button will appear on the product page. After tapping the Checkout button, users will be able to choose from different sizes and colors before proceeding to the app’s payment page.

To complete their first purchase, users will need to fill in a few basic personal details, such as full name, email address, and billing and shipping information.

However, after your first order has been processed, Instagram will save this information to your account, allowing you to make future purchases in a matter of seconds. Users are also sent notifications regarding shipment and delivery of their purchases via a new ‘Orders’ section that is linked to their profiles.

Image: Instagram

Initially, only 20 brands will be piloting the Checkout feature. However, Instagram has stated that other brands will also be eligible to start using it in the near future. The following 20 brands will be the first to test out Checkout tags: Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara.

Instagram’s new in-app checkout will likely prove to be a very lucrative advertising tool for the social media giant. As more brands begin to use the feature, it will provide a significant incentive for companies to increase their advertising spend on Instagram.

What does this mean for influencers?

To begin, Instagram will run a trial period with 20 mega brands, including Kylie Cosmetics, Huda Beauty, Ouai Hair and Adidas.

When looking at the complete list of brands that have been chosen to debut of Instagram’s Checkout feature (list has been provided above), something immediately comes to mind: most of these brands rely heavily on influencer marketing to promote their products.

In addition to these 20 brands, Instagram announced that many more companies will also start using Checkout tags in the future. These brands will likely also use influencer marketing to reach their target audiences. This means that we can also expect Checkout tags to provide significant business opportunities for influencers.

Author: Daniella K.

Daniella is a marketing professional who specializes in business development and advertising sales. She has helped with the growth of several companies by curating original content, leading brand development initiatives, and driving business objectives.