Target to sell products through Instagram Checkout

Dive Brief:

Target announced on Thursday that it's making its products available through Instagram Checkout.
Using technology designed by Target's tech team, customers visiting the @Target and @TargetStyle accounts on Instagram can buy goods directly through the platform without leaving the app, per a company announcement.
Through the platform, consumers can tap on a product, choose the size or color and proceed to checkout. For their first purchase, shoppers will need to enter their shipping and payment information at checkout, but afterward they can make purchases in two clicks, the company said.

Dive Insight:

When Instagram debuted its in-app checkout feature in March 2019, it enlisted more than 20 brands, including Adidas, Nike, Zara and Warby Parker. The feature went on to be a pivotal channel for brands to directly capitalize on their followership.

"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," Dawn Block, senior vice president of digital at Target, said in a statement.

As the coronavirus recently spread across the country, many consumers shifted their spending online to avoid spending time in physical stores where social distancing may be hard. Target saw 141% digital sales growth, which the company attributes to its same-day services like pick-up, drive-up and Shipt. Meanwhile, grocery app downloads have reportedly reached record highs, including Walmart.

Target is the latest company to integrate shoppable commerce into its strategy, following the lead of other businesses testing out this new territory. On Wednesday, Facebook introduced its Facebook Shops, an e-commerce feature to connect small businesses with shoppers through the social media site. In late April, NBCUniversal unveiled NBCUniversal Checkout, a shoppable e-commerce platform which allows companies to bridge their content and commerce operations. And Poshmark rolled out a Poshmark stories feature in late April that lets users post shoppable photos and videos.