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Instagram's new feature makes it possible to shop without leaving the app

The feature is currently only available in the US 

Chelsea Ritschel
New York
Tuesday 19 March 2019 16:15 GMT

Instagram is transforming e-commerce by making it easier than ever to shop online, with the introduction of checkout.

The new feature unveiled Tuesday allows users to make purchases in the Instagram app from more than 20 brands, including Nike, Zara, Anastasia Beverly Hills, and Revolve.

“When you find a product you love, you can now buy it without leaving the app,” the company said.

The process is as simple as clicking on the “Checkout on Instagram” button, which will request a user’s name, email, billing information and shipping address the first time the feature is used.

According to Instagram, once your information is entered, it will be saved for next time so purchasing items such as makeup, clothes, or sneakers will be even faster.

The social media platform has also integrated shipping and delivery notifications into the app.

“Checkout is just one part of our long-term investment in shopping,” the company said. “We’re excited to introduce even more ways for people to enjoy shopping on Instagram this year.”

Currently, the feature will only allow one purchase at a time.

However, an Instagram spokesperson told BuzzFeed News the company is “actively exploring ways” of improving the experience, including the release of a multi-item shopping cart.

The tech company also said it will be extending the checkout feature to include other brands soon.

Checkout is currently in a closed beta stage, and will only be available to users in the US using the mobile app.

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The full list of retailers available within the feature includes: Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker, and Zara.

The Independent has contacted Instagram for more information.

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