Instagram has released a new ‘Shop’ tab, just in time for the Xmas shopping season. This Xmas most believe that retailers will catapult into the most competitive holiday season yet.  According to Instagram, the purpose of the Shop tab is heavily centered around personalisation in a way that inspires.

Facebook welcomes the new feature stating that the events of this year have changed the way we shop and for many Australians, the traditional shopping experience has evolved to fit safely into the palm of our hands.

So what is it?

The Shop tab is housed on users home screens which curates personal recommendations designed to help users discover brands. Shop tab features editors picks and shoppable IGTV videos.

With 80% of Australians claiming that they’ve made the decision to purchase a product on the global platform, and 83% of Australian users stating that they found new products on Instagram, Shop tab is proving more powerful than ever in the marketing mix for retailers.

To support the release, Instagram is launching a world first in-app sales event, featuring both large and small brands Australia wide.  The event will highlight over 50 brands and will give users access to exclusive sales and unique products.

Speaking about InstaNight, a Senior Facebook Director says it’s a way to “give back and support the many Aussie businesses who’ve had a challenging year” 

Earlier this year and in light of the Global pandemic, Facebook accelerated product innovation particularly for eCommerce. Facebook shops was rolled out to help support those businesses who were forced to close down, and who reported revenue increases of almost 10% compared with the previous year.