Target extends mobile commerce with Like2Buy on Instagram, and Apple Pay

New York -- Target Corp. is extending its mobile strategy with two new options. The retailer has adopted Like2Buy, a platform that enables the chain’s Instagram followers to easily buy products featured in photos from participating brands. Target also is integrating the software for Apple’s new mobile payments service, Apple Pay, into its mobile app.



With more than 300,000 followers each, Target’s two Instagram feeds (Target and Target Style), have been known to garner thousands of likes on a single Instagram, according to the retailer. The Like2Buy feature gives Target the chance to turn all those ‘likes’ into actual purchases. (Target is partnering with visual marketing and analytics firm Curalate on the Like2Buy platform.)



“We’re excited to be one of the first brands to offer guests the opportunity to shop our product on Instagram,” said Dustee Jenkins, VP of public relations and social media at Target. “We frequently get questions from our guests who are excited about something they see on the platform and want to know how to purchase it — this tool helps us address this need.”



Target is the second retailer to adopt Like2Buy. The platform was launched by Nordstrom in late August.



Apple Pay: With Apple Pay, shoppers using the Target app for iOS will be able to make purchases with one touch using Touch ID.




“We know mobile is becoming the front door to Target, and we’re focused on creating the best possible mobile experiences for our guests,” said Jason Goldberger, senior VP of Target.com and Mobile. “We’re thrilled to support Apple Pay to streamline how our guests pay in the Target app – this absolutely makes purchasing from Target’s mobile app easier than ever.”




Apple Pay will be available in the Target iPhone app in October in the U.S. with a free update to iOS 8.