Instagram is strengthening its role in e-commerce by allowing users to pay for dresses, makeup, and watches inside its app.
The new checkout feature, which begins rolling out on Tuesday, lets users make in-app purchases from 23 retailers, including Nike, Burberry, and H&M. The list of retailers is expected to grow.
“When we set out on this journey a few years ago, our intention was to build a complete shopping experience for people,” said Vishal Shah, Instagram’s head of product, adding that the new feature gets the company one step closer to accomplishing that goal.
