ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
TechnologyNov 10, 2016
Instagram Begins Testing ‘Shoppable’ Posts
The new feature is designed to help users consider, explore and buy the products they see in their feed.
Rather than adding a “buy now” button directly to regular posts, Instagram has added a feature that allows its users to discover and learn more about products to help them in their purchasing decisions, the social network said.
New York--Instagram wants to bring shopping directly to its users, and the company thinks it’s found a way to do that.
It recently announced the launch of a new feature, which is in a testing phase, to help its users discover and learn more about products on a shoppable post from brands.
Brands will be able to tag individual Instagram posts as shoppable. When they do, there will be a “Tap to view” icon at the bottom left of the photo. When tapped, a tag will appear on the product or products included in the post, displaying up to five products and their prices.
Once a tag has been selected, a new detailed view of the product will open containing more information and without the user having to leave the social network.
Then, if the consumer taps the “Shop now” link from this product details view, they will be taken directly to that product on the company or brand’s website to purchase.
Instagram has started with 20 U.S.-based retail brands, including Kate Spade, JackThreads, Warby Parker and costume jewelry site BaubleBar.
An Instagram spokesperson confirmed that the company is not charging these initial test partners for the new capabilities. When asked if they will in the future after a larger rollout, the spokesperson said only that the company plans on exploring sponsored formats.
During the test phase, the new features will be available to users on iOs devices in the United States.
The particulars of Instagram’s new shopping feature comes in response to a survey it did in which it learned that many web purchasers take more than a day to decide if they want to buy something and do research.
An eMarketer survey done this summer found that 84 percent of smartphone users in the U.S. browse, research or compare products via mobile web or app, but according to Instagram’s own survey, only about 21 percent of online purchases are done within a day of finding a product.
Instagram said as it rolls out further and learns from the beta phase, it will explore things like product recommendations, product displays on posts, global expansion and being able to save content so users can go back to it later.
More information on the timeline for the expansion was not available at press time.
Last year, the company opened up its advertising API to all marketers, but while that
opportunity allowed companies to promote products in their ads along with a “buy” button, the new shoppable featured will apply to regular posts.
As Ryan McIntyre of JackThreads was quoted as saying on an Instagram blog post announcing the news, the update will “change the scope of what we, as retailers, are capable of offering on mobile. Instead of having to transition over to the JackThreads app, our customers will be able to shop seamlessly from their social media feeds--allowing us to reach guys where they’re already hunting for what’s new.”
As Ryan McIntyre of JackThreads was quoted as saying on an Instagram blog post announcing the news, the update will “change the scope of what we, as retailers, are capable of offering on mobile. Instead of having to transition over to the JackThreads app, our customers will be able to shop seamlessly from their social media feeds--allowing us to reach guys where they’re already hunting for what’s new.”
More on Technology
The Latest
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
