Instagram it’s adding a new feature to help connect online shoppers to product drops through its app.
Drops, which are a newer e-commerce trend, help sellers create buzz for forthcoming products in the days and weeks leading up to their availability. The products themselves are often only available in limited supplies or for a short period of time, increasing demand.
The new Drops location simply organizes the product launches in one place to make it easier to browse and shop. Instagram tells us it’s curating the featured drops in this section. To be considered, brands need to use the product launch feature which is available to businesses on Checkout with Instagram.
On an individual brand’s page inside Drops, consumers can view info like when the product became available, pricing and other item details. They can also bookmark the item to add it to a wishlist or share the drop with a friend through Instagram’s direct messaging feature. From the top of the Drops page, users can return to their Cart or Wishlist at any time to complete the checkout — assuming they aren’t too late, of course.
The new feature is currently only available in the Instagram app in the U.S., and only on mobile devices (iOS and Android), not the web.