Checkout on Instagram allows consumers to proceed to payment without leaving the app

'Checkout on Instagram' allows consumers to proceed to payment without leaving the app

Social media platform Instagram has taken yet another step towards "seamless" shopping, launching a new feature that will allow shoppers to buy products, including apparel, without leaving the app.

The photo-sharing platform has introduced a new 'Checkout' feature, which allows consumers to proceed to payment without leaving Instagram. 

When users tap to view a product from a brand's shopping post, they will see a 'Checkout on Instagram' button on the product page. Users must tap it to select from various options such as size or colour, before proceeding to payment without leaving the app. Customers will only need to enter their name, email, billing details, and shipping address the first time they check out.

Once the first order is complete, shoppers' information will be securely saved for convenience, while customers will also receive notifications about shipment and delivery from inside Instagram, helping to keep track of purchases.

Checkout on Instagram is currently in closed beta for businesses and available to shoppers in the US. Participating brands, including H&M, Adidas, Nike, Uniqlo, and Zara, began rolling out the feature this week. 

"We are excited to be part of this launch and to offer US customers the possibility to buy our products straight off Instagram. We believe this is a great way to offer fashion fans an inspiring and convenient shopping experience. Instagram is such an important channel and we look forward to exploring this new way of shopping", said Sara Spännar, head of marketing and communications at H&M.

The new function follows the launch of three in-app features in November of last year, all designed to provide consumers with an easier way to shop online ahead of the key holiday trading season.