Instagram has introduced a new feature which allows users to buy items without leaving the app.

When people tap to view a product from a brand’s shopping post, they will see the Checkout on Instagram button on the product page. This lets them select from various options, such as size or colour, and proceed to payment.

“You’ll only need to enter your name, email, billing information and shipping address the first time you check out,” explained the Facebook-owned social media platform.

“Once your first order is complete, your information will be securely saved for convenience the next time you shop – you’ll also receive notifications about shipment and delivery right inside Instagram, so you can keep track of your purchase.”

Checkout on Instagram is currently in closed beta for businesses and only available to people in the US. Brands currently offering the service include Adidas, Burberry, Dior, H&M, MAC Cosmetics, Michael Kors, Nike, Prada, Uniqlo, Warby Parker and Zara.

Retailers will pay a percentage of each sale to Instagram, although the exact amount was not specified.

In November, Instagram announced three new ways to discover products, shop from followed brands and keep track of all product inspiration in one place.

Those changes followed the expansion of shopping features in September, with the introduction of product stickers in Stories and a shopping channel in the Explore tab. Around this time last year, Instagram began its commerce journey with the introduction of shoppable adverts for the first time.

Daniel Dixon, head of social at e-commerce agency Visualsoft, commented that social media has long been viewed as an invaluable brand awareness and engagement tool, but conversion has always been an issue.

“Instagram’s shoppable posts are providing the answer to this and have already been adopted by almost half of e-commerce businesses due to their sales-boosting abilities.

"The platform’s latest update is therefore set to build on this success by enabling shoppers to make a purchase without even leaving the app – maximising ease of purchase," she added.

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