The Instagram Shop Tab test was earlier limited to US brands like Boo Oh, Away, Clarepaint, and others.
Ads in Instagram’s Shop tab, that were being tested, have been rolled out globally on 24 August, 2021. Ads will be shown as tiles on the Shop tab's homepage and clicking on them will direct users to a product details page.
Users can read more about the product, see additional images, and browse other items from the brand on the product details page. Also, users can add products to their wish lists or share them with their friends.
Further, users may also report or hide ads in the Instagram Shop Tab by pressing down on the title, which brings up a menu with options. According to Hannah Gardner of Away, the tab draws customers who are “naturally” in a buying mindset.
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