Instagram Australia to hold world-first exclusive shopping event

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 13 November 2020
Country Road

Instagram Australia is holding the world’s first Instagram-exclusive shopping event to promote the launch of its new Shop tab.

The Shop tab, which launched today, on the platform’s discovery page is a new dedicated in-app space that makes it easier for users to discover trends and purchase directly from brands in one place. The tab features personalised recommendations, fresh product collections, editor’s picks curated by @shop, shoppable IGTV videos and more.

In promotion of the new product, Instagram Australia is holding the world’s first InstaNight Shopping event on Thursday December 3 from 6pm. The event will feature exclusive sales and one-night-only product drops from more than 50 Australian brands, including big names such as David Jones and Country Road, as well as small business such as Bed Threads and Write to Me.

“The events of this year have changed the way we shop, and for many Australians the traditional shopping experience has evolved to fit safely into the palm of their hand,” says Naomi Shepherd, Facebook group industry director.

“88% of Australians say they’ve made the decision to purchase a product on Instagram, so we’re launching the new Instagram Shop tab as a dedicated place for our community to connect with the brands they love, and discover new items and businesses.

“To celebrate this new feature, and to support the many Aussie businesses who’ve had a challenging year, we’re thrilled to bring the first-ever InstaNight Shopping event to Instagram this December.”

Facebook has been rapidly building its ecommerce experience throughout the pandemic in response to shifting consumer behaviour, with Shepherd previously telling AdNews she’s seen the rate of digital product adoption from some brands shrink from a year to a couple of weeks throughout the pandemic.

“David Jones is excited to partner with Instagram on this new initiative,” says Georgia Hack, David Jones GM of marketing communications.

“Instagram is a key social media channel to connect our brand with consumers. Offering customers incredible exclusive offers through Instagram and our digital channels is part of our ongoing strategy to innovate and connect with our customers, however they choose to shop with us.”

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