“It’s ten at night, I’m getting ready to go to bed so I check Instagram for a few minutes – and an hour and a half later I find myself buying shoes from this shop based in Seoul called @herenow_shop – they have less than 10k followers, they’re super cute…”
Over the phone, Eva Chen, a former Conde Nast editor turned head of fashion partnerships for the social media app Instagram – someone who definitely has more than 10,000 followers –recounts a familiar tale of late-night online shopping. Familiar save for one small detail: it happened on Instagram. Or rather, through it. With no “Buy Me” button, you have to click on an account’s profile link to land on a shopping page – which is an endearingly non-pushy approach that adds a feeling of discovery to proceedings. It’s not reshaping the way we buy clothes, but it is changing the way we’re sold them.