Instagram Unveils New ‘Drops’ Ecommerce Feature For Viral Product Launches

Instagram, which has released and teased a slew of creator-focused products ahead of its inaugural Creator Week next month, has unveiled today a new ecommerce tool called Drops.

The app’s Shop section features a new Drops tab that opens a catalog of viral products. The tab will enable consumers to browse and shop soon-to-release and just-released products that will be available in limited quantities or for a limited time, Techcrunch reports. Users will also be able to sign up for reminders about Drops, or share them with friends on DM.

Drops are only available on the Instagram mobile app in the U.S.

Techcrunch notes that consumers can purchase Drops directly on Instagram using the app’s native Checkout feature. Though the platform eventually intends to take a cut of each purchase, it has temporarily waived fees in order to aid businesses rebounding from the COVID pandemic.

While Instagram is curating the brands that will appear within Drops, businesses on Checkout can apply for consideration by using an existing ‘product launch’ feature, Techcrunch notes, which enables marketers to set reminders when an item becomes available for purchase. Companies can also coincide Drops with Live streams, whereupon an onscreen countdown and confetti animation appear when the product becomes available.

This week, a total of five drops will be available — though Instagram is testing different quantities of Drops on a weekly basis — including the Drake x NOCTA Cardinal Stock collection, Wren + Glory‘s hand-painted summer collection, and a Charlotte Tilbury lip and lashes kit.