Instagram has announced a new shopping feature that allows customers to complete their purchases without ever having to leave the app. Launch partners include fashion brands such as Burberry, Zara and H&M.

The feature, called Instagram Checkout, allows customers to check out on product purchases with one click, without having to leave the app. Previously, clicking the shopping tag on posts led users to an external e-commerce page. The customer journey is now entirely seamless: users only needing to pre-register their payment and delivery details the first time they use it, and can purchase with one click from then on. Users will also receive push notifications from Instagram on their orders, such as when it has been shipped.

The feature is currently only available in the US through 20 participating brands, which also includes Revolve, MAC Cosmetics and Oscar de la Renta.

Speaking on the launch, Rachel Waller, VP of marketing, digital at Burberry said: “Burberry is always pushing for digital innovation that improves our customers’ experience. We have seen great results from the monthly B Series product drops which launched last September, bridging the journey from inspiration to e-commerce for our social community for the first time,” adding, “We are excited to expand our social commerce as one of the first brands to adopt checkout on Instagram”

Instagram shopping feature Checkout Instagram

Posting on Instagram Stories on Tuesday (March 19), the platform’s head of fashion partnerships, Eva Chen, gave her followers a sneak peak of other brands who will be joining in the upcoming weeks, including Dior, Prada, Uniqlo and Kylie Cosmetics.

Instagram has continuously improved its shopping features in order to align with consumer demand for more frictionless social shopping. Last September, it also announced shopping capabilities on its Stories and Explore features.

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