Instagram’s introduction of mini shops in its app last week will give brands the chance to tag products in posts, and users the ability to explore these products in further detail.

It’s a move which should resonate with a large proportion of the Instagram audience. According to GWI’s data, 1 in 2 Instagrammers say they use social media for product research, and a look at the age split here shows how the popularity of this activity remains steady across the generations.

The challenge Instagram faces is making consumers feel comfortable with completing all of their purchase journey on the platform, not just the initial research. Interest in social commerce among Instagrammers has been maturing in the last year, but it’s still under a fifth who say a buy button on a social network would make them more likely to complete a purchase.

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