Target enables direct purchases via Instagram

Target has become the first mass merchandise retailer to enable direct purchases via Instagram.

The discount giant’s tech team has designed a solution that enables customers to buy products displayed in @Target and @TargetStyle posts on Instagram, without leaving the social platform’s website or app. Each shoppable post is marked with a shopping bag icon in the corner. 

From there, guests can tap on a product, make modifications (such as choosing a color or size, if applicable) and check out—all within Instagram. For their first purchase, customers will need to enter shipping and payment info at checkout. Afterward, customers can complete the entire process with two clicks.

Target’s new social shopping solution is based on a feature called Instagram Checkout. Initially released in closed beta in March 2019, Instagram Checkout enables customers to tap to view a product from a select brand’s shopping post. 

Shoppers then see a “Checkout on Instagram” button on the product page, tap the button to select various options, and proceed to payment without leaving Instagram. Customers have their information securely stored for future in-app purchases, and notifications about shipment and delivery are sent inside Instagram.

“More and more customers are searching for digital shopping options, and we’re continuing to invest in experiences that allow them to get what they need from Target whenever, wherever and however they want,” said Dawn Block, senior VP, digital. “We know our customers are already using Instagram, so we’re making it even easier for them to find and buy the quality, affordable products they expect from Target.”

“We want to make it easy for people to instantly shop every product they discover on Instagram,” says Instagram COO Justin Osofsky. “That’s why we collaborated with Target to set up a virtual store that makes discovery to purchase seamless right in the app with Instagram Checkout.”