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Instagram Extends In-App Shopping Feature to Top Influencer Accounts

The Checkout feature, which was introduced this year for brands, is now being made available to top Instagrammers like Kim Kardashian West and Gigi Hadid.
Photo: Courtesy of Instagram

Photo: Courtesy of Instagram

Though Instagram has long served as one of the most fertile grounds for shopping inspiration, actually making purchases based on what you see in your feed hasn't always been easy. In fact, it's been so tricky that whole parallel platforms like LikeToKnow.It have been built to help make shopping from the app more seamless.

But lately, Instagram is taking things into its own hands rather than leaving them to third parties. On Tuesday, the company announced that it would be making pieces from a selection of specific influencers shoppable directly in the app starting May 9.

The announcement marks an extension of the feature Checkout on Instagram that was first introduced for brand accounts only in March. According to a release from the company, the new feature will be beta tested with its top influencers — think Kim Kardashian West, Gigi Hadid, Kylie Jenner, Khloé Kardashian and Nikita Dragun — in addition to a few publications, like Vogue and GQ

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Using it will be just like using the existing "Checkout" feature with brands, which allows a user to tap a shoppable product they see in a post and pay for it without ever leaving the app. Once they enter their payment and shipping information once, it will be stored for future use, making purchases as thoughtless as scrolling is.

"No matter when people are inspired, we are committed to making the shopping experience simple, convenient and secure," Instagram said in an email. "This is yet another important step in our shopping journey and we'll continue to listen to feedback from our community on how we can make the experience even better."

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