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A few weeks ago, we reported on Instagram’s plans to develop its social shopping offering and we’re now beginning to see what its enhanced e-commerce experience will look like. On July 16 the social media platform launched Instagram Shop in the US, ahead of a global roll out over the coming weeks.

Instagram Shop is billed as a “new destination in Explore that makes it easier to shop from brands and creators”. The shop will allow brands to showcase their wares and sell directly through the Instagram app. Other features include personalised shopping recommendations, category filtering and special curations. 

Instagram plans to add a permanent Shop tab to the app’s navigation bar later this year but for now, users are encouraged to look out for special checkout arrows that will flag up products that can be purchased in-app using Facebook’s “seamless and secure” new payment system, Facebook Pay.