The test currently features 20 retails brands in the United States including Macy’s, Levi’s, and Coach. When users tap a “shoppable photo”, tags will appear highlighting the items in the photo (up to 5). When an item is selected, details will appear and a “Shop Now” prompt will follow shortly after, which takes the users to the business’ website. Instagram says they want to explore options for saving products, posts, and shoppable content so users can return when they’re ready to buy.
As of now Instagram doesn’t plan to monetize shoppable posts and will use it primarily to encourage advertisers to promote their products to users who may not follow them already. Eventually they plan for shoppable tags to make their way into video posts, photo carousels, and other countries. No word on when stoppable photos will officially roll out to the rest of Instagram users.