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Instagram expands shopping to IGTV, Reels to get feature later this year

Facebook is looking to further monetise Instagram as it has now globally expanded Shopping to IGTV and will bring out the feature to Reels later this year.

twitter-logoYasmin Ahmed | October 6, 2020 | Updated 10:37 IST

Highlights

  • Instagram has globally expanded Shopping to IGTV videos, which can now be longer.
  • Instagram Reels will also get the Shopping feature sometime later this year.
  • As of now users can make purchases across IGTV, Instagram Live, posts and stories.

Instagram has announced the global expansion of Shopping service across IGTV. The Shopping feature will allow users to monetise their base on Instagram and also sell products to their followers directly. Moreover, users can make longer IGTV videos to appeal to viewers.

As per reports, IGTV users can either complete the purchase within the app through the in-app checkout or they could go to the seller's website to make the purchase. For convenience's sake, buyers opt to buy within the app through which Instagram can take seller's fee. However, facebook had earlier noted that it will not charge the seller's fee through the end of 2020.

"Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we're making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living," said Instagram COO Justin Osofsky, in a statement.

Instagram also announced that TikTok rival Reels is also set to get monetised some time later this year. TikTok had already started testing the e-commerce aspect last year by letting users add links to profiles and features. With the current situation in the US, TikTok's future looks dicey and Instagram monetising Reels could prove advantageous to the platform.

Instagram has a dedicated Shopping channel, launched in 2018, which can be accessed through the Explore section. As of now, Instagram users can view products and make purchases across IGTV, Instagram Live, posts and stories.

Facebook launched Facebook Shops earlier this year. "Our business model here is ads," Zuckerberg had said during the launch of Shops. "Rather than charge businesses for Shops, we know that Shops are valuable for businesses. They're going to in general bid more for ads and we'll eventually make money that way."


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