Instagram launches @shop account to boost interest in shoppable posts

Instagram launched a new @shop account managed by an internal team that curates shoppable posts from across the app.

“Content featured on @shop will be 100% community-trends driven. The team managing @shop will work with the Community Labs team at Instagram to identify trends, brands and creators that are of interest to our community so the account will be a real-time indicator of what’s new and emerging on Instagram,” said an Instagram spokesperson.

At launch (with fewer than 15 posts) the account featured products from Feel Jeans, Cafuné, The Lip Bar and more, all with product tags that lead to product pages on the app, listing the item’s price and a link to purchase the product.

Why we should care

While the @shop content is 100% driven by trends and emerging brands, and managed by an Instagram team, it is another step Instagram is taking toward its e-commerce initiatives.

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