Instagram enables food delivery services within its app

The photo-sharing social networking service is allowing users to order and purchase food from Australian businesses via a new feature.

Instagram has implemented a new action button and food order sticker to be added to a business’ profile or Instagram story.

The new feature allows anyone who taps on the action button or sticker, to make a purchase through its website.

When a user clicks on the food order sticker, it will ask them to “choose a partner”. In Australia, Instagram has partnered with Deliveroo, DoorDash and Uber Eats.

Potential customers can click on the food order stickers or profile buttons to complete their order through the business’ delivery partner.

The scheme was first launched in the US and Canada in early April to help food outlets struggling during the current pandemic, and it has now been expanded to the UK and Australia as part of a worldwide rollout.

The social media platform, owned by Facebook, says for many businesses right now, “every sale helps”.

Kaylie Smith, head of Market Operations, Instagram APAC said these new tools make it easier for people to share fundraisers and make delivery food orders from small businesses on Instagram.

“We want to do our part in helping them stay open, keep in touch with customers, and stay informed on how to navigate this crisis,” she said.

Deliveroo has seen almost 1,700 new restaurants join the delivery platform in the past few months, meaning more restaurants will be able to extend their sales through delivery.

On March 25, Deliveroo reported a 435 per cent jump in how many restaurants signed up, compared to the previous period.

Deliveroo partners with 8,000 riders nationally who on average choose to work 15 hours a week, and rider numbers have grown 50 per cent over the past year demonstrating the growth in Australia’s on-demand economy.

In the coming weeks, Instagram will also launch the ability for businesses to make gift cards available on the platform.

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