Luxury retailer Barneys has enabled social commerce and now shoppers can purchase directly from Instagram. The retailer will partner with Like2Buy to rollout its shoppable content via the retailer's Instagram account as of June 23, according to Luxury Daily.
Barneys shoppable gallery features apparel and accessories, jewelry, footwear and personal care items. The retailer is partnering with several designers including Jennifer Meyer, Jennifer Fisher, Lisa Marie Fernandez and Solid & Striped, who will also promote the program on their individual Instagram accounts.
Like2Buy makes Instagram content shoppable by placing a link in the brand or retailer's profile. Clicking on the link leads the consumer to a collection of Instagram images that are e-commerce enabled through the Barneys' website.
Retail sales driven by social media are on the rise and earned $3.3 billion for the top 500 retailers in 2014, a 26 percent rise from 2013. This rise in social media sales is far out pacing other channels, including e-commerce, which rose 16 percent in the United States last year, according to the Internet Retailer's "Social Media 500" and Business Insider.
But despite the rise in social media's influence on retail, Instagram ranks as having the least direct influence on retail sales, possibly due to the difficulty in accessing content directly from the site. The long awaited arrival of "buy buttons" is expected to help facilitiate more direct sales.
Nordstrom was one of the first retailers to utilize Like2Buy, but the number of retailers on the platform is both growing and diverse. Teen retailers Charlotte Russe, Forever 21, Wet Seal and Urban Outfitters have shoppable Instagram accounts, as do Sephora and home furnishings retailer ZGallerie.
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