Facebook’s Instagram Adds Purchases Via Pictures, Virtual Tryout

Facebook Inc.’s Instagram is adding new shopping tools, like letting people search for products using an image, while expanding e-commerce offerings through its family of apps.

When users click on the images they see on Instagram, Facebook directs them to similar products for sale. A user could click on a floral dress on the social media network and find similar outfits sold in Instagram stores, which are the stores the app hosts from third-party companies, according to a company spokesperson. . The test will begin later this year in the United States. Going forward, Instagram plans to allow users to take a photo from their phone to launch a visual search, similar to technology already offered by Pinterest Inc., Google, and Snap Inc.

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“A lot of shopping discovery starts with visual discovery, right, so you see something that you think is great,” Facebook CEO Mark Zuckerberg explained at an event in direct Tuesday. “Maybe you want to see other products that are like that, or you want to figure out how to get that product. And that’s the type of problem that AI can really help with.”

Instagram will also make it easier for some companies to offer augmented reality-based trials, so people can see what products like makeup and shoes look like on their actual bodies and faces – behavior that competitor Snapchat looks like. made it more common during the Covid-19 pandemic. The option will be open to companies that already use ModiFace or PerfectCorp technology to deliver such experiences elsewhere on the Internet. Facebook said it is testing the ability of Instagram stores and Facebook ads with a handful of brands, and plans to expand access later this summer.

Facebook has prioritized the creation of e-commerce tools to ensure that small businesses that had to close their physical stores during the pandemic get into the habit of selling their products online, especially on Facebook properties. Increasingly, large retailers are setting up digital stores, creating virtual shopping experiences, or using augmented reality advertising to reach young consumers on apps like Facebook, Pinterest, TikTok, and ByteDance Ltd.’s Snap. The company also announced that it is adding virtual stores to WhatsApp and Facebook Marketplace.

© 2021 Bloomberg


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