Target enables direct shopping over Instagram

Target upped its mobile shopping capabilities, becoming the first mass retailer to leverage a direct shopping tool via Instagram.

Target’s main Instagram channel and its TargetStyle channel have already begun leveraging the Instagram Checkout tool, and Target’s store brands are being touted over the channels. When using Instagram and searching Target’s channels, users can click on a “View Products” icon near a product being featured in a post (the icon looks like a shopping bag). After clicking the icon, a tab appears showing various colors or sizes of the product that can be purchased directly in the app.

Instagram, owned by Facebook, has a huge fashion component, particularly with influencers showing off looks to viewers and with Instagram Checkout giving them direct access to buy through the app. Target’s large own brands apparel selections are a prime candidate for the tool.

“More and more guests are searching for digital shopping options, and we’re continuing to invest in experiences that allow them to get what they need from Target whenever, wherever and however they want,” says Dawn Block, senior vice president, digital. “We know our guests are already using Instagram, so we’re making it even easier for them to find and buy the quality, affordable products they expect from Target.”