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Instagram Reels Now Let Viewers Buy Things from Brands Featured by Creators

Instagram Officially Launches Shopping in Reels

Credit: Instagram / Facebook

Instagram is now allowing creators to sell products in Reels — its TikTok short-form video clone — approximately four months after its debut…

Back in November of 2019, Instagram began testing its own version of TikTok in Brazil. Shortly after, the option expanded to France and Germany. Then, in July of 2020, Instagram leapt into India with Reels after the country banned rival TikTok. Only one month later, Instagram Reels rolled out in 50 more countries, United States, Canada and United Kingdom. Now, the Facebook subsidiary is equipping the short-form video format with e-commerce support.

Instagram Officially Launches Shopping in Reels

Instagram has introduced Shopping in Reels, giving creators the option to sell products right in their videos. The company says many Reels already feature shopping content, like fashion looks, makeup and skincare, or other product how-tos. Going forward, when people watch a Reel, they’ll be able to tap on a new “View Products” button to either buy, save, or learn more about featured products.

The update expands shopping that’s already available on Instagram. But, with rival TikTok partnering up with Shopify to provide e-commerce tools, that constitutes a real threat to Instagram’s market share. This introduces yet another shopping option, which is already available in Feed, Stories, Live, and IGTV.

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