Instagram is trialling a checkout feature in the US that will allow for users to purchase items and manage orders on the app for the first time.
The social media platform said its new checkout feature has launched today in a closed beta trial available only to US customers and has partnered with 20 “leading brands” including Nike, H&M, Kylie Cosmetics and Zara.
The social media giant said checkout will allow for users to tap the product tag on an image in the app and see an option to buy the item on Instagram directly after entering the relevant card details.
Instagram said it would be looking at “adding more brands over the coming months” and its checkout feature represented “our long-term commitment to delivering the best shopping experience, and seamless checkout is a huge step forward in our journey”.
More than 130 million people already use the app to “reveal product tags in shopping posts every month”, up from 90 million when the feature launched in September 2018; however, this will be the first time that app users can purchase products directly using Instagram.
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