Instagram's New Checkout Feature Allows You to Shop Without Leaving the App

If the idea of persistent ads on Instagram is something that doesn't immediately fill you with a wildly incurable rage, then the latest update from the myopic gathering point for all our ideal selves will be cause for celebration.

Monday, the photo-sharing app announced the launch of its new Checkout feature. The ability to purchase items tagged in brands' posts, of course, has been available on updated versions of the app since 2017. However, those links simply redirected prospective buyers to an outside link. With the Checkout update, users will be able to choose and purchase items from select brands without ever leaving the app.

Now, when users tap to view a product on a shopping post, they'll be met with the Checkout on Instagram option during the payment process. From there, simply enter the usual info—name, billing and shipping addresses, etc.—and proceed with checkout. Future communications regarding a purchased item, including shipping updates, will also be sent to users within the app.

Participating pages upon launch include @adidaswomen, @adidasoriginals, @burberry, @kyliecosmetics, @prada, and @hm. Full rollout for the feature, which is currently in closed beta for businesses and people in the U.S. only, is expected in increments in the coming weeks.

"The path from being inspired to actually owning the item will be easier than ever," Eva Chen, who oversees fashion brand partnerships for Instagram, further explained to Today of the new shopping feature.