Instagram to test Shopping in Reels later this year

Instagram just broadly launched its TikTok competitor Reels in August and is already trying to monetize the format. The company announced today that it will begin testing shopping within Reels later this year, and will also begin producing globally shoppable IGTV videos starting today.

Eventually, these IGTV videos will also be available through the Instagram Shop, a dedicated page for shopping within the app. Viewers can simply scroll through an IGTV video and purchase the items they’re interested in through the Instagram checkout or the seller’s website.

It’s not surprising that Instagram is trying to buy into Ding on Reels, though the rollout timeline seems fast. Still, Facebook has prioritized commerce in recent years, which could lead to it taking a larger role in online transactions.

Normally, the company would cut back on those purchases, but it’s holding off on charging those fees until the end of 2020. Facebook CEO Mark Zuckerberg said in 2019 that he expected commerce and payments to be the future of the company, and given the rapid rollout of back-to-back shopping updates, he appears to be making good on that promise.

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