Thank you for your words Caterina.

You are absolutely right about these new features. It is becoming easier to directly purchase through Instagram and it wasn’t the case when I wrote this article months ago.

Instagram is definitely becoming a serious retail platform, while it was not the case before. It will become easier and easier to directly purchase from Instagram. And since the platform is planning on hiding the number of likes and so on, I think we will shift from an awareness platform to a retailing and branding platform.