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Instagram adds enhanced ecommerce services for retailers

Instagram is expanding its ecommerce capabilities by allowing retailers to show prices and product descriptions in their posts, starting with a trial in the US.

It will initially offer the service to a group of consumers in the US, and has partnered with 20 brands for the trial, including Kate Spade, J Crew, Coach and sunglasses label Warby Parker.

They will be able to share posts of items with a small “tap to view” icon at the bottom left of the photo.

When tapped, a user can choose to zoom in on a tag to see a more detailed view of the product, which could include price or size options. Retailers can add a “shop now” link, which could lead directly to the listing on a its ecommerce site.

Jim Squires, director of market operations for Instagram, told Fortune that 60% of people look at multiple options and items before making a purchase. “There is more depth to these posts now,” he said, adding: “You could imagine an ad element to this.”

Facebook bought Instagram for $1bn (£817m at current rates) four years ago.

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