The changes allow users to save items they see on Instagram in a ‘shopping collection’ to revisit later, view all the products that a business has featured in their shopping posts by clicking on a ‘shop’ button on their profile page and purchase products featured in videos from their favourite brands by clicking on a ‘shopping’ icon.
The launch follows Instagram’s introduction of product sticks in Stories in September, which allows users to click on featured items from their favourite brands in Stories, as they could previously do in their feed.
The social media company noted that the new features come just in time for consumers’ gift planning and buying ahead of Christmas.
According to the latest research by AudienceNet, 67 per cent of Australian users between the ages of 18 and 34 said that Instagram helps them find new products, services, businesses or organisations.
Over half (53 per cent) of users said they have bought a product based on what they’ve seen on the platform.