Instagram is displaying ads in its Shop tab


Instagram is introducing ads to the Shop tab, which was launched last year as part of a divisive app redesign by them. The Facebook-owned company is pushing to bring ads to more parts of its app has upset many users, but at least the move makes some sense in this context.

Moreso than on Reels or the Explore feed, ads seem like a natural fit for Instagram’s shopping section, where your go-to products are from brands and creators. They will look like the other tiles on the Shop home page, but with a little “sponsored” label that tells you someone paid to show you.

As a rep for luggage brand Away explains in their spiel, ads tend to be more successful “in an environment where the consumer is already in a shopping mindset which the Shop tab naturally attracts.”

Clicking on a Shop ad will show users more details about the product, including any additional images, and let you browse more items from the brand. You can also save products to your wishlist or share them with friends. As is the norm, you can also hide or report ads, too. Unlike Instagram’s video ads in Stories and Reels, users will not have the option to skip photo ads.

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