Instagram launches in-app shopping

Instagram announced Tuesday that it is launching an in-app checkout function with big brands like Adidas, H&M, Zara and Kylie Cosmetics that will allow users to buy from those companies' ads without leaving Instagram.

Why it matters: Instagram ads are especially successful at getting users to pay attention to brands because they can utilize something Amazon and other retailers don't have — data on what people think is cool. Now, several massive brands can swiftly turn those targeted ads into purchases.

Go deeper ... The future of online shopping: Ads that let you try things on