Businesses are able to tag products in their Stories with a shopping bag icon that, when tapped, provides more details about that particular product

Businesses are able to tag products in their Stories with a shopping bag icon that, when tapped, provides more details about that particular product

Social media platform Instagram has taken its next steps towards "seamless" shopping, launching a new feature that will provide UK consumers with an easier way to shop online.

The new 'Shopping in Stories' feature allows users to view and buy products directly through the photo-sharing app, streamlining the online shopping process by removing the need to search a brand's website for the desired product and its price.

Similar to the 'Shopping in the UK' feature, which was launched in March of this year, businesses are able to tag products in their Stories with a shopping bag icon that, when tapped, provides more details about that particular product.

According to Instagram, businesses have seen positive results since the launch of the 'Shopping in the UK' feature, from a rise in website visits to physical product orders.

"Shopping on Instagram has allowed us to differentiate between the posts that get a lot of likes vs actually driving sales. It has helped us to identify the products that get the most taps to shop, so that we can focus more on those products and drive overall revenue from Instagram," says Louise McCabe from retail platform SilkFred.

"Shopping on Instagram has made it easier to connect with new prospects who have come across us on Instagram. Since the feature allows users to view a product listing on our website without even leaving the app, the barrier to entry is lowered and often leads them to browse the rest of the site and find items they like."

According to Instagram, in a recent survey, users said they often watch stories to stay in-the-know with brands they're interested in, get an insider view of products they like, and find out about new products that are relevant to them.

Launched seven years ago, Instagram is home to a global community of over 800m, including 25m businesses and 2m advertisers. In the UK, Instagram boast some 23m users.

The platform first detailed its plans to streamline shopping in November of last year.