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Instagram launches Checkout to allow users to by directly from the app

Lauretta Roberts
19 March 2019

Instagram has unveiled the new Checkout feature today which allows customers to buy items without leaving the app.

When a customer taps to view a product from a brand’s shopping post, they will see a “Checkout on Instagram” button on the product page. Customer can tap it to select from various options such as size or colour, then proceed to payment without leaving Instagram.

Customers will only need to enter their name, email, billing information and shipping address the first time they check out.

Once a customer's first order is complete, their information will be securely saved. They will also receive notifications about shipment and delivery from inside Instagram, to enable them to keep track of their purchase.

Checkout on Instagram is currently in closed beta for businesses and available to people in the US. Brands including Adidas, Burberry, Dior, H&M, Nike and Zara will begin rolling out Checkout from 19 March and more are promised in the coming weeks.

It is the latest in a line of initiatives to make the social media platform more "shoppable", including shoppable tags on posts and shoppable stories.

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