Instagram expands shopping to IGTV, coming to Reels soon

Instagram users can now shop from IGTV videos in addition to stories and live videos.

Instagram shopping on IGTV. (Instagram)

Instagram has expanded its shopping tool to IGTV. The new update is available for all Instagram users globally. Instagram users can now watch IGTV videos and check out products featured in them.

Instagram announced the launch of IGTV shopping on Twitter. This feature is similar to how shopping on Instagram works. Instagram lets businesses, creators tag products in their photos and list them with the price and description. The same can be done for IGTV videos now. Tagged products will now be highlighted in IGTV videos which users can tap and open up to learn more about. The product page also has the website's link making it easier for users to shop the item.

Now you can shop… right on IGTV 🛍🎥

It's an easier way to find products you love and support your favorite creators. 🙋‍♀️ Available everywhere today. pic.twitter.com/aeV2FEL01m

— Instagram (@instagram) October 5, 2020

Instagram also has its in-app payment feature for shopping called “Checkout”. This feature is however not available in India yet. It lets customers pay for products within Instagram itself. Instagram also has a dedicated ‘Shop' section on the Explore feed where products are listed. Instagram plans to bring its shoppable IGTV videos to Shop as well, TechCrunch reported. It also has plans to start testing shopping on Reels, the report added.

It's no secret that Instagram is now a marketing hub, and possibly the most powerful social media tool for up and coming creators, businesses and even established ones. With its expansion of shopping on IGTV, users have more options to shop on the app including live videos and stories. It has also been testing Augmented Reality-based shopping which it introduced with in-app payments last year.