One of the most frequently asked questions I get is, “How do I turn my fans into paying customers?”

In fact, there are 255M Results on Google when you search for this topic…

There are lots of answers ranging from: “fan only discounts/coupons”, building trust/credibility in your business online, social advertising, influencer partnerships, product tags, and I could probably list dozens more. (PS: You can download my list of 10 Tips to Increase Sales on Instagram Below – Shameless Plug😉)

BUT TODAY, I want to tell you about one new feature that will revolutionize the way we shop on Instagram (and I think will be a major competitor to apps like LikeToKnowIt and quite possibly Pinterest).

Instagram Releases Instagram Shop

Instagram Shop is a new e-commerce feature that makes it easier than ever for customers to discover and shop their favorite products (AND products they might be interested in) from brands & creators. When logged into Instagram, go to the Explore Button and click “Shop” at the top left of your Instagram Account. You’ll see “Collections” with lifestyle-orientated curations that have been put together by Instagram’s @shop team.

According to Instagram, soon an Instagram Shop button will be added to the main navigation bar, replacing the Activity “heart” button like the image below.

So how do you get your products to show up here?

It’s not yet known how the Instagram algorithm determines which products get featured in the shop. But it’s likely similar to the way they serve shopping ads to prospecting or lookalike audiences based on your browsing history and accounts you follow / engage with.

I’m a big Athleta fan and visit their website often so I’m guessing that’s why I was served their products first in my shopping collection.

In order for your products to have the potential to show up here, you must first connect your shopping catalog to Instagram and then tag shoppable products in your posts. Here’s a guide on how to set up your Instagram Shop.

But how do customers actually buy my products?

Great question! The most important part is first making sure you have your catalog connected and are actively tagging products in your posts. Next, Instagram will be rolling out Instagram Checkout. You can apply to have this feature as it’s slowly being released to all brands. But for now, similar to Athleta, customers can tap to shop products and buy directly from your website.

For some brands who have already been granted access to Instagram Checkout, customers can buy products directly through Instagram like in this example below. Simply go to “Buy on Instagram“, tap a photo you want to shop and you’ll see all tagged products in the image. Then click “Add to Bag” to start the check process. You can then “Proceed to Checkout” and use Facebook Pay to buy without ever leaving Instagram. This. Is. Huge.

What are the benefits of this?

For one, your customers can literally buy your products directly from your posts. Two – influencers may also be able to start tagging your shoppable products in their posts so they don’t have to direct fans to the link in their bio, your website, LikeToKnowIt, etc. Their followers will literally be able to tap the image, click the product tag, and buy directly from you without leaving Instagram.

I think this will be a game changer for e-commerce brands on Instagram, and I’m personally really excited to see how it will help more brands grow sales & new customers.