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From Scrolling to Sold: Selling Products on Instagram

From Scrolling to Sold: Selling Products on Instagram

KEY TAKEAWAYS:

Instagram allows some businesses to spotlight their products in posts, live streams, and ads.

Cart abandonment accounts for more than 75% of lost sales.

Reducing the steps between discovery and checkout can improve sales.

Not all businesses will have access to the Direct Checkout feature on Instagram, but you can check your eligibility in 3 simple steps.

Instagram keeps making it even easier for users to impulsively purchase the products they see on influencer accounts or from the brands they follow. Now there’s a checkout process built right into the app for eligible businesses. Here’s what you need to know:

Insta-Purchase with New Direct Checkout

Meet your consumers where they are with Instagram’s new direct checkout feature. Direct checkout on Instagram now allows users to purchase products without ever having to leave the app, streamlining the path to purchase with immediate in-app checkout. Whether you’re spotlighting your products in live streams, Instagram advertisements, or regular posts, your audience can now purchase your products in just a few taps without ever losing their place in their news feed. 

How Instagram’s Direct Checkout Eliminates Barriers to Purchase

According to ChannelSight, the average online store loses over 75% of its sales to cart abandonment, with some industries experiencing average cart abandonment as high as 83.6%. The reason why consumers often leave their carts so abruptly has a lot to do with a business’s checkout process.  

Despite being counterintuitive, many businesses expect consumers to jump through hoops to complete a purchase. Complexity and distraction are some of the most common barriers to purchase that keep many eCommerce businesses from achieving optimal sales. Instagram’s new direct checkout feature simplifies the purchasing journey for consumers by eliminating multi-channel navigation and the distractions and frustrations that come with it. The key to its success is its simplicity and convenience.

The average online store loses over 75% of its sales to cart abandonment, with some industries experiencing average cart abandonment as high as 83.6%

ChannelSight

Who is Eligible for Direct Checkout on Instagram?

Want to enable checkout on Instagram? Here’s what you’ll need:

  1. A US-based ecommerce business that complies with Instagram’s Commerce Policies.
  2. An Instagram business account connected to a Facebook Page and linked to Commerce Manager.
  3. A product catalog.

Once you’ve confirmed all the above, you simply need to go to “Settings” in Commerce Manager, click “General”, and select the dropdown next to your current checkout method. Then, click “Change”. Finally, select the checkbox next to “Checkout on Facebook or Instagram” before clicking the blue “Change” and “Confirm” buttons, and you’re good to go! Shoppers can now purchase products directly from Instagram.

Need Help Linking Your Products to The People Who Want Them?

Put your products in the spotlight with additional know-how on Instagram’s features and social media selling. Our on-demand training sessions will help you connect customers to the products and services they’re searching for, while our Marketing Mentors will work one-on-one with you to get your store set up.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office