Instagram adds shopping in Reels, making the entire app shoppable

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 11 December 2020
Instagram Reels

Instagram has launched its shopping feature in Reels today.

The new tool, which is available globally, allows businesses to tag products in their Reels so users can tap through to buy, save or learn more about them.

The update means shopping is now available across all formats in Instagram, including in the Feed, Stories, Live and IGTV.

The feature comes just four months after Reels was launched, which is seen by local industry experts as a serious competitor to TikTok.

So far, global brands such as MAC Cosmetics, Revolve, and NBA have used the new shopping feature in Reels.

Ecommerce has become increasingly important for Facebook and Instagram, as it diversifies its revenue stream beyond traditional advertising. This year Facebook has ramped up its investment and product development around ecommerce as brands turn to social media to reach consumers shopping online more during the pandemic.

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