A possible Instagram e-commerce juggernaut

Instagram declined to comment on the news. But its app would let users browse and buy products from merchants they follow without leaving the platform.

I asked 50 colleagues — almost all in their 20s and 30s and living in cities — if they've ever bought something after seeing an ad on Instagram. Over half — 26 of them — said "yes."

• They have bought scented candles, clothes, jewelry, makeup, sneakers and watches.
• Several who said "no'" told me that, even though they did not buy anything right away, they sometimes purchased something later.
• One colleague said he goes to Amazon for laundry detergent and other basics. But the targeted ads he gets on Instagram — for skate shoes and surfing products — are based off of the accounts he follows.

The bigger picture: Social commerce is the next big e-commerce disrupter, says Axios' Sara Fischer.

• Alibaba, China'e e-commerce titan, is already incorporating social experiences to its Taobao platform, offering the chance to message and video chat with merchants and other consumers.
• Amazon has launched Spark, a social media app.