Brent: When Instagram announced earlier this week that it is expanding its in-app shopping capabilities, it almost instantly provided a boost for ecommerce specialists like Austin’s BigCommerce and ShopGate.
For consumers, this is a fairly incremental improvement. You essentially get an opportunity to explore and purchase the products you may be seeing in a company’s Instagram post. For ecommerce platforms and their users, which include big time online stores and thousands of one- to two-person startups, the new features put them in front of the roughly 600M users Instagram now has.
“As one of the most heavily trafficked apps in the world, Instagram has recognized and capitalized on the inherent value of a user who’s already tuned into an app, while removing pain points in the buying process, to optimize conversion rates for retailers,” said Casey Gannon, VP of marketing at Shopgate.
BigCommerce, the ecommerce platform company co-headquartered in Austin, was amongst the first to integrate the new Instagram features into its lineup of social media channels along with prior native integrations with Facebook, Pinterest, Square, Amazon and eBay. Soon, businesses will also have access to Instagram metrics, including how many tapped through to product details.
The relatively small step inside the app is also a lesson in scale and how an incremental change in mass market apps can set off a chain reaction of opportunities — so long as it doesn’t annoy too many users.