Shopping inside the Instagram app is going to become much easier. Today, Instagram is rolling out a dedicated Instagram Shop page in the Explore tab that showcases different brands and products users can purchase. The feature is rolling out first in the US, with plans to expand globally in the coming weeks.
The company had announced the initiatives this year and last year but had not rolled it out yet.
The new section is described as a destination for fresh collections and products from brands and creators, as well as curated collections from Instagram’s social shopping channel, @shop. Users will be able to filter by categories such as fashion and home.
To make the feature more visible, the company plans to add a new Shop tab in the navigation bar later this year so you can reach Instagram Shop in just one tap. When making purchases, products available for direct purchase through Instagram will be marked with double checkout arrows to keep the experience in-app. Users will also receive personalised product recommendations on what to buy, based on what accounts they follow and which accounts are using Instagram’s shop.
While users could already shop in the app before today, the new Shop has been designed to encourage more browsing and discovery of brands, creators and products. Instagram also expanded its Commerce Eligibility Guidelines in June, allowing more creators to offer products through the app.
Businesses can feature on Instagram Shop by consistently tagging products in their content and creating collections of products in their shop on Instagram. The social network charges for a selling fee for purchases made in Instagram meaning it could profit from the sales if shopping becomes more popular on the app.
Meanwhile, Instagram is also rolling out Facebook Pay so users can transact securely across Facebook, Messenger, Instagram and WhatsApp in the coming weeks in the US. Facebook Pay is available for both shopping purchases and donations, which has been planned since the product debuted.
“It features an extra layer of security with the ability to add a unique PIN or device biometrics, such as Touch or Face ID. We also provide Purchase Protection on eligible products that you buy using checkout,” Facebook outlined in a statement.
These new features make shopping in the app more seamless as people don’t have to leave the app or re-enter their payment details to purchase a product.