Retailers Can Now Make Instagram Posts Much More Shoppable

The free feature should be a boon for direct marketers

Instagram lovers, get ready for an uptick in shoppable retail posts to either “heart” (equivalent of a like, more or less, in Facebook parlance) or ignore. Or perhaps, you’ll be inspired to click through and buy something.

Since November, the Facebook-owned, imagery-based app has been testing more multidimensional, organic posts for retailers, letting 20 select brands—such as Kate Spade New York, Lulu’s, Macy’s and Warby Parker—add product information and links to their photos. Today, the feature, called Instagram Shopping, will be available

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