Instagram has long been a place where people share photos and stories. And now it’s increasingly become a place where people buy things.
Credit Vishal Shah, a longtime Facebook employee who oversees all consumer and monetization products at Instagram, including Search, Explore, Ads, IGTV, and Shopping. He reports directly to Instagram boss Adam Mosseri, whose boss is Facebook CEO Mark Zuckerberg.
Shah has helped make Instagram a shopping as well as an advertising juggernaut, bringing ease to the previously clunky experience of discovering and buying products online and in the process, bringing brands closer to the platform.
Under him, Instagram let brands add product tags to their photos and let people complete purchases from brands without having to leave the app.
He also extended shopping tags to creators and public figures on Instagram so users can shop straight from accounts. “Hundreds of brands” now use this feature, the company says.
Before Instagram, Shah spent 10 years in adtech at Turn, which was acquired by Amobee in 2017.