Instagram just announced a new feature; users will now be able to buy certain products within its app. Users will be able to tap on a post of a certain product, then are directed to a checkout system to complete the purchase. For now, only 23 brands are participating to test the new feature. Instagram believes this feature is long overdue, as 80% of users follow a brand on Instagram. This will allow for ads on Instagram to be more effective, as the brands may be more willing to advertise more if they know people can easily buy the products right from the site.
This technology does come with major concerns though. For example, now users will be required to have their credit card or PayPal info on the Instagram platform. Because of this, they now have a new level of added responsibility. In addition, Instagram will collect a fee for every purchase. This may not be an issue, but if a company sees that they are selling a lot on Instagram, but they are making less with each purchase, they may stop participating in the program. Technology like this will definitely change the way we shop in the future, so it will be interesting to see how this feature created by Instagram will change the online shopping experience.