Facebook-owned Instagram on Tuesday (19 March) rolled out a new feature called “checkout” which will allow users to buy products from a brand without leaving the app.
“Checkout on Instagram is currently in closed beta for businesses and available to people in the US. The brands below will begin rolling out today and over the coming weeks — and more will be coming soon!” the company said in a statement.
Previously users had to navigate to a different app/website in order to buy a product that they had seen on Instagram. But now when users tap to view a product from a brand’s shopping post, they’ll see a “Checkout on Instagram” button on the product page.
Tapping on this button will open various customising options such as size or colour. Once this selection has been made, users will be directed to the payments page without leaving Instagram.
“You’ll only need to enter your name, email, billing information and shipping address the first time you check out,” the company added. Some of the brands that will be part of the beta programme are Adidas, Zara, Mac Cosmetics, H&M and Nike.
Though this is not the first time that the social media platform has attempted to diversify its revenue sources away from advertising, the checkout feature is still its most forceful attempt to monetise its one billion-plus strong customer base through e-commerce.