Instagram makes major move into eCommerce with new checkout feature

Josh Peachey's picture
by Josh Peachey

Instagram is trialling a new feature in the US that allows users to purchase products directly from an Instagram page. 

The closed beta feature, called Checkout, will allow select brands to sell directly via Instagram. If successful, it is expected to be rolled out to more company pages and for UK users. 

According to an Instagram blog post, once your first order is complete, your information will be securely saved for convenience the next time you shop. The app will also notify you with updates regarding shipment and delivery. Users can pay with PayPal, Visa, Mastercard, American Express or Discover.

Instagram plans to allow merchants to integrate their Shopify, BigCommerce, ChannelAdvisor, CommerceHub and other tools with the Checkout feature. Meanwhile, Instagram confirms that interacting with Checkout will be used as a signal for ranking which content you see.

The new feature seeks to improve upon the old cumbersome method of having to click on an Instagram ad, to be taken out of the app to the retailer's website.


An Instagram spokesperson confirmed to TechCrunch, “We will introduce a selling fee to help fund programs and products that help make checkout possible, as well as offset transaction-related expenses.

"We aren’t sharing the specific number right now. We are testing a selling fee with businesses during the closed beta. It will not change the price of the items for consumers.” 

The following brand pages are involved in testing the Checkout feature:


  • Adidas @adidaswomen & @adidasoriginals
  • Anastasia Beverly Hills @anastasiabeverlyhills
  • Balmain @balmain
  • Burberry @burberry
  • ColourPop @colourpopcosmetics
  • Dior @dior
  • H&M @hm
  • Huda Beauty @hudabeautyshop
  • KKW @kkwbeauty
  • Kylie Cosmetics @kyliecosmetics
  • MAC Cosmetics @maccosmetics
  • Michael Kors @michaelkors
  • NARS @narsissist
  • Nike @niketraining & @nikewomen
  • NYX Cosmetics @nyxcosmetics
  • Oscar de la Renta @oscardelarenta
  • Ouai Hair @theouai
  • Outdoor Voices @outdoorvoices
  • Prada @prada
  • Revolve @revolve
  • Uniqlo @uniqlo
  • Warby Parker @warbyparker
  • Zara @zara

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