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Instagram’s latest eCommerce move - ‘drops’

‘Drop’ culture (limited edition items released at short notice on a specific day, in a similar way to how music tracks ‘drop’) has been gaining popularity in retail for a few years, supported by sneaker brands and others. Instagram is now creating a special section in the shopping tab for drops, where people can browse upcoming drops that brands have announced and set themselves reminders.


Zalando Implications


Drops represent a good opportunity to drive incremental traffic to the site and associate Zalando with well-known brands as well as brands sharing our values. It would be particularly relevant for the Designer category where people are looking for exclusivity.


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