Instagram launches new shopping feature in Reels

According to TechCrunch, thanks to the feature, both businesses and creators will be able to tag products when they create Reels – the short-form videos that now have their own tab in Instagram following last month’s redesign. Besides, many Reels already feature shopping content, such as fashion looks, makeup, skincare, or other product tutorials. 

To use the feature, users must  tap the 'View Products' button if they view an Instagram Reel with this content. Afterwards, they are enabled to either buy, save, or learn more about the featured products. Additionally, creators can add a 'Branded Content' tag to their Reels to be transparent about when they’re working with a brand to promote their products, which is a form of paid promotion.

Overall, the new functionality arrives at a time when video-based shopping is seeing increased adoption, as a growing number of startups focused on live-stream video shopping are finding traction. In recent months, investors have backed companies like live shopping platforms such as Popshop Live and Bambuser, while companies including Alibaba, Amazon, Google, and JD.com, have also joined the video shopping trend in various ways, TechCrunch stated.