Instagram Will Open A Physical Pop-Up Store in NYC

Instagram is opening a physical retail pop-up store in New York City to commemorate its @shop account’s third anniversary this week and for reaching a million followers.

This is a huge opportunity for the app since users will be able to browse and purchase some of the most popular products featured in the @shop listings. Instagram has already held pop-up stores in places such as London and Berlin, and this new exhibit is the latest in the company's ongoing efforts to bridge the gap between online browsing and real purchasing.

According to Instagram:

“Since 2019, @shop has featured over 1,000 unique small businesses and the amazing products they make. To celebrate its 3rd birthday and hit 1 million followers, come discover some of @shop’s greatest hits for spring and summer on Instagram and in-person at Instagram’s first pop-up boutique in New York City. Score home, beauty, and lifestyle finds mostly from minority-owned small businesses, including products exclusive to this @shop pop-up!”

While video – particularly short-form video – has become a major focus of Instagram in recent years, the app remains a popular destination for browsing, with 70% of users using the service for product discovery and 87 percent stating IG influencers have motivated them to buy something or plan a trip. This presents Meta with significant potential to link with expanding eCommerce adoption and create more revenue from Instagram content, both for the platform and for creators via revenue share agreements.

With additional enhancements like its 'Shop' page, larger shopping tags improved AR product display options, and more, Instagram is focusing on in-stream purchases as a major point for the platform. Tangible pop-up stores are another step in this trend, establishing a stronger link between in-app posts and physical products while also highlighting some of the best things available in the app from creators.

Instagram's NYC store will be open this Friday and Saturday (5/20 and 5/21) at Chelsea Triangle, and the featured products will also be available in Editors' choices on the Instagram Shop tab.