Instagram launches new shopping feature ‘drops’ for latest products

Instagram is adding a new shopping feature called ‘drops’ through which brands can advertise their latest launches, and also tease upcoming products. The term ‘drop’ is popular in the streetwear fashion scene where products are released in limited quantities. Instagram’s new feature caters to this marketing technique.

Drops on Instagram will be available within the ‘Shop’ section of the app, TechCrunch reported. “Discover exclusive products and limited releases coming this month on Instagram,” the feature description reads. Here, users will be able to check out the latest launches, and also purchase them. Instagram will also give users the option to sign up for reminders about upcoming product launches.

All of this will happen within the Instagram app. Users will not be redirected to another website to complete the purchase of products. Instagram already lets users shop on its platform through ‘Checkout on Instagram’. This will also help Instagram collect the purchasing fees, the report added. Instagram doesn’t collect it currently due to Covid-19. Based on the screenshots, we can see popular brands like Charlotte Tilbury, Adidas, and Sephora featuring newly launched products and also teasing upcoming ones. There’s a ‘set reminder’ button for products that are yet to be released.

The new feature is said to be more of a curated place for these drops. Instagram launched a product reminders feature back in 2019 which works quite well for drops. Brands across different categories including fashion, beauty, and streetwear have already been using the product reminders, the report added. With drops, it will be easier for brands and consumers to find the latest and upcoming products in one place.

Instagram drops is currently available only in the US for users on Android and iOS.