Instagram is expected to bring the shopping feature in India by 2019, based on the recent reports about the company’s plans for the country. The shop feature has already launched in several countries including the UK, United States, United Kingdom, Australia, Canada. The users can shop for their favourite items by clicking the ‘buy’ option on the image, which will be then redirected to merchant’s web page to complete the purchase.
The shopping ability for users will basically make the platform move towards the e-commerce section competing with shopping Apps like Myntra, Flipkart and Amazon in India. The competition is going to be very fierce and it can prove to be a challenge for Instagram to boost sales for brands and other e-commerce platforms. Also, a lot of online fashion retailers will not be liking the idea of this as it may affect their own business in the future.
A spokesperson who is working closely with Instagram said:
By the mid of next year, the platform will have a ‘buy’ button, which will redirect users to the product page based on a cost per sale model. Once payments and other aspects are figured out, Instagram will start selling directly. Shopping is a natural extension for Instagram because a large number of fashion discoveries take place on the platform. Once shopping is available through Instagram, users can directly figure out product availability rather than searching elsewhere.
Arpan Sheth, a partner at consulting firm Bain and Co said:
Instagram Shopping in its initial form may boost sales for brands and smaller fashion portals by redirecting customers to the merchant websites. That said, Instagram would have to figure out other aspects of customer experience, such as logistics, payments and returns, for them to be able to take users away from fashion e-commerce platforms in the long run.