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Ecommerce, Instagram

How to Use Instagram Live Shopping to Drive Sales

Instagram Live Shopping is about to change the way we shop online. 

If you thought the days of QVC and teleshopping were over, think again! 

We’re covering everything you need to know about Instagram Live Shopping, and how you can start using it for your brand or business: 

What is Instagram Live Shopping?

Instagram Live Shopping is a new way for brands and creators to sell products during an Instagram Live broadcast.

This new e-commerce feature lets accounts with access to Instagram Checkout tag products from their Facebook Shop or catalog before going live — providing a new, contextualized way to shop on the app.

Featured products are shown at the bottom of the live broadcast screen, so viewers can easily tap to purchase.

This fully integrated experience is great for brands who want to drive sales, and makes it easier for viewers to shop featured products. 

It’s a win-win on both sides.

For example, Tina Craig from @bagsnob shared insightful details about her latest @ubeauty. product launch, while also providing a direct route for her community to shop: 

Viewers were able to holistically experience the product and make an educated purchasing decision, without ever leaving the Instagram app.

Instagram Live Shopping is just one of many new Instagram shopping features to be rolled out in recent months, signalling a major shift towards e-commerce

And it’s no surprise that Instagram has prioritized Instagram Live — with the platform seeing a 70% increase in Live views from February to March this year. 

Brands and creators alike have pivoted to Instagram Live in response to social distancing restrictions, giving rise to a whole new trend of interactive digital content.  

Plus, Instagram Live broadcasts can now be viewed on desktop — making the experience even closer to the QVC-like TV shopping channels of yesteryear.

Missed out on LaterCon 2020? Don’t worry, you can watch the full replay with all 25+ expert speakers here.


Why is Instagram Live Shopping so Effective?

Going live on Instagram is one of the best ways to connect with your followers in a direct, transparent, and authentic way. 

Unlike pre-recorded Instagram Stories or IGTV videos, Instagram Live is a totally unedited stream for your followers to tune into and engage with. It’s a relatable and personable experience. 

instagram live desktop

And when paired with a direct route to shop, Instagram Live creates huge potential for businesses and brands looking to drive sales. 

From product demonstrations to contextual styling tips, the shopportunities are endless!

Not sure where to start with Instagram Live? Check out our Step-by-Step Guide for Businesses and take your next broadcast to the next-level! 

Who Can Use Instagram Live Shopping?

At the moment, Instagram Live Shopping is available for accounts using Instagram Checkout, which is currently limited to eligible US-based brands and creators. 

With Instagram Checkout, customers can tap to view a product and then continue to the payment process, all directly within Instagram. 

They simply enter their name, email, billing information, and shipping address the first time they check out.

Instagram checkout

It’s still unknown when Instagram Checkout will be rolled out globally, but given Instagram’s recent advances in e-commerce and the clear monetary incentive, it’s likely to be sooner than later. 

With this in mind, there’s never been a better time to get ahead of the curve and level-up your Instagram strategy.

Like to stay on top of all the latest trends and feature releases? Subscribe to Later’s email newsletter for all the latest Instagram news, tips, and more!


Written By

Jillian Warren

Jillian is Later's Editor. A go-to expert in social media strategy and content marketing, she has worked in both London and New York. Next up? Lisbon and Paris! You can reach out to her on Instagram here: @jillwrren.

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