Instagram follows the direction already taken by Pinterest making an important step in the world of ecommerce. With the introduction of the new function called Checkout, it will be possible to buy the products seen in commercial posts directly from the social network, without going through the external site of the company that sells it.

Prior to the introduction of this feature, Instagram gave its users the opportunity to shop through advertisements, which put off buyers on the company’s website. Now with Checkout, a user who displays a product in a post can press the shopper icon, located at the bottom left of the photo, and display a banner with the price of the product. The Checkout function at first sight behaves exactly like the tags of people: invisible on the photo until the user chooses to see it.

checkout intagram
Image: Instagram

Then pressing on the banner with the price you will access the Checkout on Instagram section. Here the user can choose between options such as number, quantity, size or colour. You can then proceed with the payment without leaving Instagram.

The user must enter their billing information and shipping address as well as their name and email. After the first order has been completed successfully, all information will remain saved on the platform. Instagram will send the user notifications related to shipping and delivery of the purchased item.

instagram checkout
Image: Instagram

This feature is currently in beta test reserved for only about twenty companies, including Adidas, H&M, Zara, Uniqlo, Burberry, Mac Cosmetics, Dior and Prada.

In the coming weeks the social network will launch an ecommerce offer in the United States to verify its correct functioning and calculate the delivery times for the goods. Vishal Shah, head of Instagram products, commented to the Wall Street Journal: ” People were already buying on Instagram. They were just struggling to do it . “