But we’ve been trailing something called ‘Instagram checkout’ in the US at the moment with a view to expanding it to the UK. There are about 30 brands being tested and instead of being taken out of Instagram to the website of that brand, you’re taken to a checkout within the Instagram app. I enter my credit card details and I enter my address and then I’m done. So where it would say ‘proceed to checkout’ , it says ‘place order’. One click and you’re done.
The response has been great but it’s brand new so we are still tracking it and haven’t really done much around it. Instagram are like that though, they just drop new functions because we want people to discover them on their own. In the US, we’re trialling this with 30 brands such as Michael Kors, Nike, H&M and Zara for example. There are also make-up brands like KKW, Kylie Cosmetics and Huda Beauty too.
We have influencer-owned brands, big fashion retailers and what we call digital disruptors too like Warby Parker (an optical brand that donates a pair to children in need for every pair sold).
We already know people are inspired on Instagram, and one of the things we’ve been working on is how to take things from inspiration to actually being able to get the item that they’re being inspired by, because we want to close that loop a little. How annoying is it when you see someone whose style you like and you’re like ‘omg I’m obsessed with that’ but they don’t tag the brand?
Imagine a world in which someone you follow wears a cool designer like Grace Wales Bonner or Rejina Pyo and through a tag, you can just buy it.
That, to me, is like the fashion dream. I’ve only worked at Instagram for 4 years but this has always been my dream. I think it’s something that a lot of people – hopefully – will be excited about when it launches here.