The feature allows Instagrammers to browse and purchase items from inside the app, and includes brands like Nars, H&M, Dior and more

Social media platform Instagram is adding a checkout option to its app, streamlining the social commerce experience. The feature will allow Instagram account holders to buy items advertised in shoppable images from within the app.

After a customer completes an initial purchase, the app will further streamline future shopping, storing information like payment type, billing and shipping information. The feature is still in beta and only available in the United States, but already has over 20 brands on board including luxury names like Dior and Burberry, fast-fashion retailers like H&M, and a huge selection of beauty brands, from MAC to ColourPop to Nars.

As social commerce continues to gain in popularity, Instagram hopes to corner the market by making the process more efficient and convenient. Regarding its partnership with the Instagram feature, a spokesperson for Michael Kors said, “Much like when we ran the first-ever Instagram ad, we see checkout on Instagram as an opportunity to excite our fans with something new and innovative that will make their shopping experience more seamless than ever before.”

Instagram

Social media platform Instagram is adding a checkout option to its app, streamlining the social commerce experience. The feature will allow Instagram account holders to buy items advertised in shoppable images from within the app.

After a customer completes an initial purchase, the app will further streamline future shopping, storing information like payment type, billing and shipping information. The feature is still in beta and only available in the United States, but already has over 20 brands on board including luxury names like Dior and Burberry, fast-fashion retailers like H&M, and a huge selection of beauty brands, from MAC to ColourPop to Nars.