Instagram announces the global expansion of shopping on IGTV

Instagram announced today that it expands Instagram shopping across IGTV to let brands, creators, and influencers monetize their user base in a brand-new way and provide Instagram users with a new channel for shopping. The company also plans to test shopping on Instagram Reels, its TikTok rival new feature, later this year but the exact date is not shared for now. 

“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living,” said Instagram COO Justin Osofsky, in a statement.  

Users can now view products while watching IGTV videos and make purchases. Users on IGTV can either prefer visiting the seller’s website to buy a product or can directly make the purchase within the app. 

Instagram plans to make shoppable IGTV videos on Instagram shop in later times.  

Celebrating its 10th year anniversary, Instagram has surpassed 1 billion monthly active users and more than 130 million users worldwide engage with a shopping post on Instagram each month.


Also read: Instagram Revenue and Usage Statistics (2020)


“We started seeing this appetite to shop through a longer-form video, especially when there are these gorgeous campaign videos that are being shared,” Virginia Nam, fashion lead at Instagram, told WWD.

The sellers who already use Instagram Live Shopping are able to save a live video to IGTV, where their Live Shopping tags automatically remain.

Written by Jordan Bevan

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Instagram Revenue and Usage Statistics (2020)

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