iWorld
Instagram introduces in-video shopping via Reels in India
New features let users discover and buy products directly within videos
MUMBAI: Instagram has rolled out a major upgrade to its shopping ecosystem in India, positioning Reels as a central hub for product discovery and purchase, as the platform doubles down on the fast-growing social commerce trend.
The update, introduced by parent company Meta, enables users to shop directly from short-form videos through integrated product tags and affiliate links. The move significantly reduces the gap between discovery and purchase, shifting away from older workarounds such as “link in bio” towards a more seamless, in-video experience.
Under the new system, users can tap on a “View Products” prompt within a Reel to access product details, pricing and purchase options. While transactions are completed on the seller’s website rather than within the app, the transition is designed to be quick and frictionless.
A key feature of the rollout is the expansion of affiliate commerce. More than five million creators in India can now add trackable product links to their Reels, earning commissions that typically range between 3 and 15 per cent per sale. This opens up new revenue streams, particularly for smaller creators who are increasingly influencing purchase decisions.
The development reflects a broader shift in how Indian consumers shop online. Unlike traditional digital advertising, purchase decisions are often driven by trust and relatability, with users preferring to see products in real-life scenarios such as fashion styling or tech demonstrations.
The platform’s updated algorithm also leans into this behaviour, prioritising content based on shopping intent rather than just follower networks. This means users are more likely to see product-led Reels tailored to their browsing and buying patterns.
For businesses and creators, the system requires a professional account and a synced product catalogue via Facebook Business Suite. Currently, only physical goods are eligible for tagging, keeping the focus on tangible, shippable products.
The rise of shoppable Reels also highlights intensifying competition in the space. Instagram is effectively countering similar commerce integrations from YouTube, while also responding to the growing use of WhatsApp Business for direct-to-consumer sales in India.
At the same time, the platform has introduced AI-led moderation to ensure product authenticity and reduce the risk of misleading listings, aiming to build greater trust within its marketplace ecosystem.
As social commerce continues to evolve, Instagram’s latest push signals a clear direction of travel. Shopping is no longer a separate activity but part of the scroll itself, where inspiration, influence and instant purchase now sit side by side.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
