Instagram launches new @shop account to promote ’emerging brands’

Instagram launched its new @shop account on Thursday, the platform’s new dedicated space for small business promotion and sales.

“The content on this account is inspired by our community of shoppers — you. @shop is a real-time reflection of our community’s interests across top shopping categories,” the company said on its blog.

The account aims to feature “emerging brands” in the beauty, fashion and home industries and also features Instagram’s product tags on every post.

This makes it an online shopping catalogue for consumers.

“@shop is a celebration of small businesses and the creators behind them,” Instagram explained.

Currently, the account features content from US brands like Mented Cosmetics and Feel jeans.

Instagram has not mentioned how it goes about curating small business for @shop, or how the account will cater to consumers in different parts of the world.

Feature image: Instagram