Instagram is launching this feature with ‘select brands,’ including Adidas, Aritzia, and Louis Vuitton, but said it plans to open it to more businesses soon. You’ll know a story is shoppable when you see a sticker with a shopping bag icon.


Ever see something in an Instagram story you’d pay money for? Now, Instagram is taking the friction out of buying that product.

The Facebook-owned social network on Tuesday announced it is now letting brands sell you things via Instagram stories. You’ll know a story is shoppable when you see a sticker with a shopping bag icon. Just click that to see more details about the featured product, including a link where you can buy it.

Instagram is launching this feature with “select brands” including Adidas, Aritzia, and Louis Vuitton, but plans to open it to more businesses soon.

“Instagram isn’t just a place of inspiration, it’s also a place of action, and we know that inspiration can come from anywhere,” the company wrote in a blog post. “Shoppers on Instagram are savvy. They visit Instagram looking for the latest trends and styles.”

Instagram first introduced in-app shopping in 2016, but until now you could only shop from your feeds or via links to third-party sites people added to stories. With more than 300 million people now using stories everyday (up from 200 million less than a year ago), it’s no surprise Instagram wants a piece of that action, and is expanding shopping to that section of the app.

Meanwhile, word has it that Instagram is gearing up to launch a new feature that will allow videos up to an hour long. The company has already “had conversations with content creators and publishers about producing long-form video for the platform,” according to The Wall Street Journal. Details of the rumored long-form video feature are scant, but the Journal says it will “focus on vertical” content and live inside the main Instagram app.



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