Founded in 2011, Jane is a curated boutique marketplace that offers women’s fashion, accessories, home décor, children’s clothing and more from a wide range of small businesses, big brands and designer names.
of total social sales came from Instagram Shopping1
in incremental sales2
Jane wanted to increase brand awareness, reach people in a convenient way—where they were already spending their time—and ultimately increase sales.
Jane began using different Instagram Shopping features in July 2020. The team started by including product-tagged posts within Jane’s Instagram feed. By adding tags, businesses can highlight products from their catalog in Stories and in feed so that people can learn more. Jane encouraged people to shop these posts with callouts like “Tap to Shop” and “Tap Product for More.”
Jane was soon tagging shoppable products on a regular basis in feed and in Stories. Influencer partners were able to tag products in their feeds as well, and Jane used their content to re-post back on its own profile.
The team used Stories to create informative guides on how to check out on Instagram and to show how simple the process is. Jane also made these Stories into Highlights featured at the top of its Instagram profile.
The team also created shoppable product collections, including “drops” consisting of limited-edition products with pricing exclusive to Instagram. These drops became so popular that the team began doing a new drop weekly to capitalize on the excitement and attention.
Jane also ran an Instagram Live Shopping event featuring a specially selected set of Valentine’s Day items. Because products were pinned onscreen during the livestream, viewers could add them to their bags and check out without ever leaving Instagram. The brand continues to host Instagram shoppable livestreams on a monthly basis, due to their ongoing success.
Instagram Shopping is now the primary sales driver out of all Jane’s social channels. Jane used reporting data in Commerce Manager to determine the results of onboarding Shops over the period of July 27, 2020–February 28, 2021, which revealed:
80% of total social sales came from Instagram Shopping (July 2020–February 2021)
$419,762 in incremental sales (July 2020–April 2021)
680,618 new visitors (July 2020–April 2021)
Over 24,000 sessions (July 2020–February 2021)