The social media giant is opening a whole new revenue stream.

“Checkout with Instagram” launches today in the US with more than 20 top brands including Adidas, The Ouai, and H&M who’ll no longer have to direct customers to their website to make a purchase.

The new in-app feature allows the 130 million people who log onto Instagram every day to purchase items via tapping on product tags and paying via stored data on the app. This means that potential shoppers do not have to leave the app to make a purchase. 

After users buy something within Instagram, they’ll be able to track it from a new “Orders” section of their profile that shows the status of their order plus options to cancel, initiate a return, or contact the merchant. They’ll also get a notification from Instagram when the order ships.

For the launch of Checkout, Instagram has partnered with an impressive roster of brands, including Burberry, Prada, and Michael Kors. H&M, Zara and Outdoor Voices have signed on as well, as have beauty brands like KKW Beauty and NARS.

Instagram users will be able to pay with Visa, Mastercard, Discover, and Paypal, the latter of which is serving as the main processor for the transactions.

The company explains that having the ability for a direct checkout through the app will enhance security for the purchaser and create a more seamless shopping experience, one that starts and ends on Instagram.

For now, the above names, plus a few more, are the only brands participating in the launch, but others – such as Kylie Cosmetics and Dior – are yet to come. 

“We started using product tags to make shopping more convenient for our customers” writes Warby Parker co-founder and co-CEO Neil Blumenthal.

“Checkout takes this experience one step further, making it even more intuitive and seamless for people who have discovered products they want to purchase instantaneously.”

The full list of launch partner brands are as follows: Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara.

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