Instagram Created an @shop Account to Promote Small Businesses and Their Products

All goods that are featured will include shopping tags

Are you in the mood to @shop? Instagram

Instagram’s latest initiative to promote shopping via its platform is a new account, simply and appropriately titled @shop.

The @shop account was established to promote small businesses and the creators behind them, and it will cover categories including fashion, beauty and home décor.


The Facebook-owned photo- and video-sharing network said every product featured on its @shop account will include shopping tags, enabling people to tap them and purchase the items right then and there.


Instagram began to put the pedal to the ecommerce metal with its introductions last September of a dedicated shopping channel under its Explore tab and the addition of shopping to Stories.

Three more shopping features were added last November: a new collection tab that people can use to save products tagged in Stories or in posts; the ability to shop from videos; and a new shop tab on business pages enabling users to see all of the shoppable products that company featured in shopping posts.

In March, Instagram debuted its checkout feature with 23 U.S. brands, enabling people to pay without leaving its application by saving their payment information on the app, entering it during the checkout process or using PayPal.

And in late April, the checkout tool was made available to 50 creators and five publishers for beta-testing. David Cohen is editor of Adweek's Social Pro Daily.