Instagram “Shop” & the Rise of Instagram Boutiques

Written by Erin Abramowicz

We’ve all seen it: the perfect dress, skirt, or jacket at the very top of the Instagram Explore page. Tapping on the post, you notice the account belongs to a small, online boutique with dozens of equally-as-perfect designs. You wonder how you haven’t seen this label before, but it’s likely that you would not have come across the brand outside of Instagram. The truth is, Instagram is giving a voice and a platform to these relatively unknown boutiques. It is changing the way people buy and sell clothing via its powerful combination of its prominence as a social media platform and its convenient, easy-to-use “Shop” feature. 

It’s no wonder that Instagram introduced its popular “Shop” feature back in 2020. With millions of people scrolling daily, it seemed profitable and made sense to incorporate a tool for online shopping. The feature connects shoppers with different stores and allows users to buy products directly off of Instagram. “Shop” even gives users updates on the stock of items they have saved and alerts them to sales on those products (“Introducing: Shops on Instagram”). Instagram also uses post engagement history to fill your feed with products tailored to your taste (Batchelor, Brandon). The checkout process is streamlined and simple. While the simplicity and convenience of the “Shop” feature have helped Instagram establish its e-commerce presence, the allure of Instagram “Shop” lies in its advertising. 

Before marking a change in ecommerce, Instagram helped contribute to a cultural shift in what it means to be famous. It allowed for the emergence of a new group of celebrities: influencers. Arranging partnerships and advertising campaigns with influencers has become one of the most effective ways for a brand to advertise its products rather than via ads on T.V. or in magazines. On Instagram, this is amplified since many influencers have built their fame upon maintaining their following on social media sites. People pay attention to influencers and what they’re doing — and wearing — so what better way to influence someone to buy a product than to display it on their favorite influencer? 

That being said, it can be hard for newer, smaller boutiques to get their foot in the door of this evolving e-commerce industry. Having a previously established network helps, but with Instagram Direct Messaging, it is easier than ever for brands and influencers to reach out to one another. Instagram has also had another surprising effect on e-commerce that has led to the rise of Instagram boutiques. Prior to Instagram, starting a clothing line was a pricey endeavor. In 2014, Fashionista had an advisor estimate the cost of doing so was between $2 million and $3 million, but using Instagram, small business owners are able to bypass steps that used to be crucial to starting a clothing line. "While press appointments and showroom visits are still crucial to help drive traditional buzz around a new product launch, Instagram is a sure way to gain global exposure quickly, (especially if you are working with influencers) and cultivate relationships with a community of potential customers," commented Sarah Owen, WGSN's senior editor of digital media & marketing, in an article for Fashionista (Mau, Dhani). 

Many small business owners present on Instagram would likely have not been able to start their brand any other way due to the financial obstacles associated with launching a clothing line. Instagram has helped these small, online boutiques not only by cutting start-up costs, but also by providing a simple, user-friendly platform and new, effective means of advertising. This has contributed to the rise of the Instagram boutique, and this new way of starting a business does not seem to be going anywhere anytime soon. 

Sources 

Batchelor, Brandon. “Council Post: Ten Reasons Your Online Store Can Use Instagram Shopping.” Forbes, 18 Feb. 2022, https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/02/16/ten-reasons-your-online-store-can-use-instagram-shopping/?sh=3736288516db. 

“Introducing: Shops on Instagram.” Instagram, 19 May 2020, https://business.instagram.com/blog/introducing-shops-on-instagram?locale=en_GB. 

Mau, Dhani. “The Rise of 'Instagram Brands': How the Platform Is Leveling the Fashion Playing Field.” Fashionista, 2 May 2018, https://fashionista.com/2018/05/instagram-fashion-brands-business-model.