Facebook’s Instagram adds shopping via images, virtual try-on

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Facebook has prioritised making e-commerce tools to ensure that small businesses that had to shut down during the pandemic build a habit of selling their goods online.

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When users click on the images they see on Instagram, Facebook will direct them to similar-looking products for sale. A user could click on a floral dress on the social media network and find similar outfits being sold in Instagram Shops, which are the stores the app hosts from third-party businesses, according to a company spokesperson. The test will begin later this year in the US.

“A lot of shopping discovery begins with visual discovery, right, so you see something that you think is awesome,” Facebook chief executive officer Mark Zuckerberg explained at a live event Tuesday. “Maybe you want to see other products that are like that, or you want to figure out how to get that product. And this is the type of problem that AI can really help out with.”

The option will be open to companies that already use ModiFace or PerfectCorp technology to offer such experiences elsewhere on the internet. Facebook said it’s testing the capability in Instagram Shops and in Facebook ads with a handful of brands, and plans to expand access later this summer.

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