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> Posted by Tess Johnson, Research Associate, CFI

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Building upon its e-commerce features for businesses, Instagram recently took another step into the digital finance space by rolling out a native (or in-app) payments feature to some of its users. After registering a debit or credit card and creating a security PIN number, users can make payments to a limited number of vendors directly within the Instagram app without being redirected to an external website. Beyond making your impulse buys a much more seamless experience, this native payments functionality can help online retailers and others sell and market their products directly to consumers without needing to build their own website or manage a physical retail location.

Given the intense scrutiny of Facebook’s data protection and privacy policies in recent weeks, it remains to be seen whether large numbers of users and businesses will actually entrust their financial data to Instagram, as, after all, Instagram is owned by Facebook. Instagram’s new payments feature is backed by Facebook’s Terms of Service for payments. However, with the volume of traffic that the platform generates for businesses and the ever-increasing smartphone ownership worldwide, adding this functionality is perhaps an opportunity that’s too good for Instagram to miss. It’s reported that 60 percent of Instagram users learn about new products through the platform, and over 200 million people visit at least one business profile on Instagram daily.

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