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Burberry strengthens social commerce offering in America with checkout on Instagram

Continuing our long commitment to digital innovation, Burberry is proud to be a launch partner of checkout on Instagram, a new feature available on the platform in the US from today. This feature allows our customers in America to purchase products directly inside the Burberry Instagram shop, without being redirected to our main e-commerce site, burberry.com. This functionality is designed to make shopping through Instagram smoother and quicker for our customers, creating a place where inspiration is instantly shoppable.

Burberry has pioneered  social commerce through product tags, swipe to shop and more recently, B Series, the limited-edition product drops available on Instagram, WeChat, Kakao and LINE. The first B Series drop in September 2018 sold out at a rate we had not seen before, while the Small Title bag, which was part of the February 2019 drop, sold out in the Americas within hours of launch. This sustained connection with our community through social commerce has driven increased social media engagement for the Burberry brand. 

Commenting on the launch, Rachel Waller, VP of Marketing, Digital at Burberry said: “Burberry is always pushing for digital innovation that improves our customers’ experience. We have seen great results from the monthly B Series product drops which launched last September, bridging the journey from inspiration to ecommerce for our social community for the first time. We are excited to expand our social commerce as one of the first brands to adopt checkout on Instagram”