Back to Insights

Post my pic, post my item!


Instagram has taken the next step to becoming a fully-fledged commerce business today by announcing the introduction of a checkout feature on its mobile app.

Eligible items for in-app checkout will now have a big blue “Checkout on Instagram” button below them. Simply tap it and you’ll be asked to enter your email address so the seller can complete your order. From there, just enter your delivery information, payment method, review your details and place the order.

Once within the checkout process, you can securely store your payment information with Instagram to save time when you next shop. You will also receive shipment and delivery notifications within your Instagram account so you can keep track of your purchase within the app.


Checkout on Instagram is an evolution from the digital price tags that Instagram has enabled retailers to place on product images and videos since 2016. Previously, completing a purchase on Instagram required using a pop-up web view on the retailer’s site, where users are more likely to abandon their shopping carts in frustration. By allowing people to complete their purchases inside the app, Instagram hopes this will inspire them to shop more. This could also create a big new business for the parent company, Facebook.

For now, the feature has only been enabled in the US and for only 22 brands. It’s a mix of really high-end names like Prada, Balmain and Oscar de la Renta, as well as high street fashion companies like H&M and Zara. These brands also cater mostly to women. Seven of the 22 brands only sell makeup from the likes of Kylie Cosmetics and Anastasia Beverly Hills.

Here’s the full list of brands:

Adidas @adidaswomen
Anastasia Beverly Hills @anastasiabeverlyhills
Balmain @balmain
Burberry @burberry
ColourPop @colourpopcosmetics
Dior @dior
H&M @hm
Huda Beauty @hudabeautyshop
KKW @kkwbeauty
Kylie Cosmetics @kyliecosmetics
MAC Cosmetics @maccosmetics
Michael Kors @michaelkors
NARS @narsissist
Nike @niketraining & @nikewomen
NYX Cosmetics @nyxcosmetics
Oscar de la Renta @oscardelarenta
Ouai Hair @theouai
Outdoor Voices @outdoorvoices
Prada @prada
Revolve @revolve
Uniqlo @uniqlo
Warby Parker @warbyparker
Zara @zara

Of course, even if you don’t follow a single business, brand or influencer on Instagram, the products you do see aren’t just shown to you by magic. The ads you’re served are the result of sophisticated data collection algorithms that know literally everything about your browsing habits, including what kinds of ads you’re most likely to click.

If you are thinking of getting Social or need to make a more strategic move when it comes D2C, get in touch with the team!