Instagram celebrates 10th anniversary

Instagram’s rapid 2020 development of e-commerce continues with the expansion of its shoppable video capabilities.

On Monday, the platform announced that shopping on IGTV is “rolling out globally,” and it will be testing shopping on Reels later this year. Several beauty brands have tested out the IGTV shopping feature, including those in the LVMH and Estée Lauder Companies portfolios, as well as makeup artist brand Patrick Ta Beauty. The new features are the latest in Instagram’s e-commerce play as the pandemic transforms consumer habits.

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