In a contributed article, Professor Anika Sharma writes about the value of Instagram's in-app purchase feature for brands
— April 7, 2019
Excerpt from Ad Age India -- "So what does this all mean for brands? For one, it means that brands now have options. It is possible for brands to offer brand experiences in ecosystems outside of Google. It also means that now brands can deliver a great user experience without the consumer ever leaving their favorite ecosystem. Instagram is the first social media channel to offer the new checkout feature and users love it."