Instagram Product Drops: New Shopping Section Launched

Instagram Introduces Dedicated Section for Product Drops

Instagram has recently unveiled a new feature designed to enhance the shopping experience by connecting consumers directly with product drops within the application.

These drops, a growing trend in e-commerce, allow sellers to generate anticipation for upcoming products in the days and weeks before they are released.

Understanding Product Drops

Typically, products offered through drops are characterized by limited availability, either in quantity or duration, which inherently increases consumer demand.

Instagram is now providing a dedicated space for these drops, accessible at the top of the Shop tab.

Discovering and Shopping Drops

This new destination allows users to easily discover, browse, and purchase the latest product launches.

Furthermore, shoppers can sign up for reminders regarding products of interest and explore past drops that have occurred on the platform.

Purchases made through Drops are processed directly within the Instagram app using Checkout on Instagram, eliminating the need to visit external websites.

Instagram's Evolving Business Model

This approach enables Instagram to collect fees on transactions, a strategy becoming increasingly vital to Facebook and Instagram’s revenue streams.

This shift is particularly relevant following Apple’s privacy changes impacting ad revenue for iOS applications.

Currently, Instagram is waiving selling fees to support businesses recovering from the effects of the COVID-19 pandemic.

This temporary measure also aims to strengthen Instagram’s position in the competitive online shopping landscape, particularly against emerging rivals like TikTok.

Building on Existing Features

Instagram previously introduced a product reminders feature in 2019, allowing consumers to be notified when desired items became available.

Numerous brands, including Hill House Home, Dragun Beauty, and adidas, have already utilized this feature to successfully launch products.

The New Drops Location

The new Drops section centralizes product launches for improved browsing and shopping convenience.

Instagram is actively curating the featured drops within this section.

To be considered for inclusion, brands must utilize the product launch feature available to businesses using Checkout on Instagram.

Current Drops and Availability

Notable drops currently available include the Drake x NOCTA “Cardinal Stock” collection.

Upcoming launches feature collections like Wren + Glory’s hand-painted summer line and Charlotte Tilbury’s Exclusive Pillow Talk Lips & Dreams Lashes Kit.

The number of available drops will fluctuate weekly as Instagram continues to refine the feature.

Detailed Product Information

On a brand’s Drops page, consumers can access details such as product availability time, pricing, and other relevant specifications.

Users can also bookmark items to a wishlist or share drops with friends via Instagram’s direct messaging system.

The Drops page provides quick access to the Cart or Wishlist for streamlined checkout.

Live Shopping Integration

Brands can schedule Live shopping events to coincide with their product drops.

During a live drop event, an on-screen countdown and celebratory confetti animation signal the product’s release.

Limited Availability

Currently, the new Drops feature is exclusively available within the Instagram app on mobile devices (iOS and Android) in the United States.

Web access is not yet supported.