Mar 19, 2019 - Technology

Instagram launches in-app shopping

A line of people sitting down and browsing Instagram on smartphones

Scrolling through the Insta feed. Photo: Mauricio Santana/Getty Images

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.

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