Instagram Rolls Out Shopping via IGTV Worldwide

It will be tested on Reels later this year

People can watch and buy items in a few taps from IGTV videos Instagram
Headshot of David Cohen

Instagram is adding more ways for people to shop without leaving its platform, saying Monday that shopping on long-form video destination IGTV is rolling out globally and adding that shopping will be tested on its Reels short-form video feature later this year.

On the user side, people can watch and buy items in a few taps from IGTV videos, completing the transaction either via Instagram Checkout or on the seller’s website.

Creators and businesses gain access to a new way to sell in an inspirational and immersive way via long-form, edited video, and Instagram said shoppable IGTV videos will soon be available on Instagram Shop.

Instagram

Instagram

Instagram

Instagram

Instagram

Instagram

Instagram

Instagram chief operating officer Justin Osofsky said in a statement, “Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos and, in turn, helping sellers share their story, reach customers and make a living.”

Makeup artist Patrick Ta, creator of @patricktabeauty, added, “It’s such an exciting opportunity to be a part of the first rollout of shopping on IGTV. Instagram provides a platform where individuals, no matter their backgrounds, can come together and connect over something in common. It’s allowed me the ability to share my passions, inspirations and creative visions with the world.”


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david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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