Mobile has changed the way that people shop. You browse products while waiting to be seated for dinner, make purchases during your commute to work and compare prices online when you're at a shop to see what the better deal is. In fact, more than 84% of smartphone users in the US browse, research or compare products via a web browser or mobile app.¹ While browsing and discovery are easy on mobile, finding more information about the specific products you see isn't always as simple. On a platform known for its power of mobile discovery, today we're pleased to announce an easier experience when shopping for the products you love on Instagram.

Starting next week, we're testing a way for our community to learn more about the items they view within an Instagram post. Most mobile shopping experiences today take people from the shop window directly to the checkout, without giving consumers the opportunity to consider a product and get more information. However, in an internal survey, we learned that the vast majority of purchases take a day or longer, with only 21% of purchases made within a day.² Knowing that Instagrammers are open to discovery on the platform and that people take time to better understand the products they're interested in, this test provides our community with valuable steps along their shopping journey before they make a purchase.

To test the new experience, 20 US-based retail brands, including Kate Spade, JackThreads and Warby Parker, will share posts that have more depth, making it easier for Instagrammers to review, learn about and consider the items that interest them.³ Each post will have a tap-to-view icon in the bottom-left of a photo. When tapped, tags will appear on various products in the post, showcasing up to five products and their prices. When a tag is selected, a new detailed view of the product will open. This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search. Then, if the consumer taps the "Shop Now" link from the product details view, they'll go directly to that product on the business's website, making it easier for them to buy the product they want.

Instagram is already a great place for discovery on mobile. While consumer research informed the first step of this test, we expect to learn a lot from the businesses we're working with in this early test. During this initial phase, the new features will be available to a group of people on iOS devices within the US. As we roll this out further, we'll explore product recommendations, ways that products are showcased to shoppers, global expansion and the ability to save content so that Instagrammers can take an action later. We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram and, ultimately, mobile.