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Instagram has launched a dedicated UK shopping channel in which businesses, led by test partners Marks & Spencer, Heidi Klein and mahabis, will be able to tag products within organic posts and purchase the item directly from the brand’s website.

Shopping on Instagram serves as a virtual storefront offering up a range of wares from flowers and clothing to crafts, all with readily accessible pricing and product info to negate the need for searching.

Erin Roy, head of media and digital marketing at Marks & Spencer commented: “Instagram Shopping offers us the opportunity to realise the huge potential of our 760,000 followers. Instagram has always been a great platform through which to showcase our products and engage with customers. Shoppable posts take this to a whole new level. They are simple to create, easy for our customers to use and enhance the Instagram experience.”

The arrival of Shopping on British shores follows a successful introduction of the service in America last year, sparking success for some including online retailer @Lulus which  attributes 1,200 orders and 100,000 website visits to the service thus far.

Last month Instagram began enticing more brands to the platform with the offer of shopping-enabled ads for the first time.