Sephora enables Instagram shopping for 80 brands

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Instagram users will now be able to purchase Sephora products without leaving the social network due to a tie-up between the two companies.

Instagram checkout allows customers to shop directly from the feed of the beauty retailer, which has 20 million followers on the social network.

Customers are able to select from around 80 of the jeweller’s brands, including Rose Jane, Dae, Drunk Elephant and Milk Makeup.

They will have access to Sephora’s usual perks, including earning loyalty points and Sephora’s client service.

Carolyn Bojanowski, SVP and GM of ecommerce for Sephora, said: “Sephora is thrilled to work with Instagram on this unique social shopping experience.

“Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey. We’re excited to deliver Instagram checkout, a new, seamless, direct, and secure way to shop across our brands’ accounts, while still getting the perks of being a Sephora client.”

“Beauty lovers come to @sephora every day to discover products and connect with brands,” said Eva Chen, VP of fashion partnerships for Instagram. “Together with Sephora, we want to make shopping inspiring and seamless for this community. So you can see a product you love and buy it in just a few taps with Instagram checkout.”

OUR VIEW: Social networks are an increasingly important discovery engine for ecommerce. A survey of 1,000 shoppers last year by ratings and review company Yotpo found that 89% said they have bought something they first discovered on Instagram.

As an image-driven social network, Instagram functions as an inspirational site, similar to Pinterest. Customers may not enter the network with the intent of purchasing something, but may be open to doing so if they see something they like.

Allowing customers to check out within Instagram but offering the usual Sephora loyalty programmes as the retailer’s ecommerce site allows a streamlined shopping experience but crucially allows Sephora to gather data on their new customer.

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