Instagram Shopping lands in the UK

Instagram Shopping lands in the UK - We Are Digital

Instagram will now allow UK businesses to tag products in pictures, giving app users the power to buy as they scroll.

The move will make it easier for eCommerce brands to convert Instagram eyes into hard sales.

The UK launch follows a small-scale trial with retailers Marks & Spencer, Heidi Klein and Mahabis. Instagram Shopping was first released in the United States this time last year.

Amy Cole, Head of Product Development at Instagram said the shopping tool aims to bring the “mindset of discovery” to businesses wanting to sell their products online.

The woven stilettos we are loving for Spring.

A post shared by M&S (@marksandspencer) on


Instagram app users will be able to see product names and prices as they scroll.

Tap to shop the look #HeidiKlein #shopinstagram 📸: Courtesy of @sineadcrowe

A post shared by Heidi Klein (@heidikleinswim) on


App users can also tap products to open an in-platform shop tab, or to link to products on their own sites.

Previously, online retailers had to make do with saying ‘link in bio’, because Instagram refuses to allow links in captions.

Instagram shopping is an attempt to make online shopping less transactional and more immersive – giving people time to browse and evaluate products as they might do in real life.

It’s a soft selling approach, but it also streamlines the buying process for goods like clothes and beauty items, converting more browsers into buyers.

Sellers can tag up to five products in a single image post and 20 products in multi-image posts.

The service is free, but at present, it only applies to organic rather than sponsored content.

Selling on Instagram

800 million people use Instagram every month and 500 million people are active on the platform every day, making the platform attractive for eCommerce brands.

Instagram is a good place for businesses to target younger demographics. Instasurge reports that 59% of Instagram users are between the ages of 18 and 29, with 33% between 30 and 49.

It’s growing quickly as well, total time spent on Instagram has increased by around 80% each year for the last few years.

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