MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
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
Editors' Picks
Sponsored by
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
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
