Instagram, Facebook and WhatsApp are about to change our shopping habits. Earlier this year, Instagram launched a new shopping feature in the US that allows users to purchase an item with a single tap of a button. The feature, which launched on March 19 in the US, allows users to buy products from fashion brands – including Burberry, Dior and Prada, as well as beauty labels KKW Beauty and Nars. With the new checkout feature, shoppers are able to select and pay for an item, all in one smooth process.

Now, multiple platforms are set to roll out similar shopping features in May, as Facebook – which owns Instagram and WhatsApp – has outlined plans to rival Amazon. On Instagram, users will be able to easily shop someone’s look, as celebrities and influencers will be able to tag specific products rather than just a brand. UK customers will be taken to the brand’s website to complete the transaction, while US customers can make complete payments on the social media platform. Additionally, the platform has launched @shop, which will curate its own product recommendations – from fashion, beauty and lifestyle – all handpicked by the editorial team at the Instagram offices.

"Maybe you look up to someone, maybe they dress well, maybe they have a similar skin tone and so the make-up that looks good on them will also look good on you," Adam Mosseri, the head of Instagram, explained during Facebook's annual conference on April 30, according to The Telegraph. "This is an area where we think we can uniquely create value."

On WhatsApp, customers will be able to browse product catalogues and make secure payments – a feature which the company has been testing with users in India. On Facebook, it will soon be easier for shoppers on Marketplace to complete payments on the platform and ship products to anywhere in the US.

 

Vogue