Instagram Checkout could become a bigger sales channel for brands during its second year. After a year, Instagram’s in-app “Checkout” feature is continuing to grow with more brands being added on a weekly basis. Only select brands—like Abercrombie & Fitch, Rebecca Minkoff, and Tobi—were initially chosen to test the feature, and many have yet to see a big overall sales lift from it. However, Adidas has attributed their rise of sales specifically among Gen Z customers to the feature. Gen Z teen’s spending power expected to reach $34 billion in 2020, and they could continue driving use of the Checkout feature as more of their favorite brands jump on board: our Shoppability research found that 41% of 13-to-17-year-olds are open to buying products on Instagram. (Glossy)
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