Consumers can now purchase products on Instagram without leaving the app.
Instagram Checkout is currently in closed beta for businesses and available to consumers in the US, with a global rollout likely on the horizon.
Country Road, Myer and Peppermayo were the first to take part in the launch of its Shopping feature last year.
Zara, Uniqlo, Adidas and Balmain are among the brands set to roll out Checkout first.
When consumers tap to view a product from a brand’s shopping post, they will see a “Checkout on Instagram” button on the product page.
They can then tap it to select from various options such as size or color, then proceed to payment without leaving Instagram.
They only need to enter their name, email, billing information and shipping address the first time they check out.
Once the first order is complete, the information will be securely saved for convenience the next time they shop.
Consumers will also receive notifications about shipment and delivery right inside Instagram to track their purchase.