Yoox Net-a-Porter is launching a service that will allow its customers to purchase products directly through its Instagram accounts.
Followers of the Net-a-Porter and Mr Porter accounts will be able to buy fashion items without leaving the app after the new functionality is added “in the next few days”.
The luxury retailer’s founder and chief executive, Federico Marchetti, told the World Retail Congress (WRC) the move was aimed at giving customers “a better experience that is more seamless and more instant”.
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