As Digital Sales Soar, Target Rolls Out Instagram Shopping
(Photo courtesy of Target)

As Digital Sales Soar, Target Rolls Out Instagram Shopping

The company says it’s the first mass retailer to place its products on Instagram Checkout.

Target’s digital sales have skyrocketed in the pandemic, and now the superstore has added another avenue for online shopping: Instagram Checkout. The company says it’s the first mass retailer to use the service.

Customers can now purchase products directly from Instagram if they see something they like, streamlining the shopping experience.

It’s not Target’s first brush with Instagram sales. In 2014, the retailer partnered with marketing platform Curalate to launch a rudimentary program that enabled users to shop for items that appeared in Instagram photos.

“More and more guests are searching for digital shopping options, and we’re continuing to invest in experiences that allow them to get what they need from Target whenever, wherever and however they want,” Dawn Block, senior vice president of digital, said in a news release.

Shoppers simply click on the shopping bag icon in posts if they’d like to purchase an item they see.

“We want to make it easy for people to instantly shop every product they discover on Instagram,” Instagram’s chief operating officer Justin Osofsky said in the news release. “That’s why we collaborated with Target to set up a virtual store that makes discovery to purchase seamless right in the app with Instagram Checkout.”