We have known Instagram as a photo-sharing and video-sharing social networking app. With its feature of sponsored posts, business profiles, a channel dedicated to shopping in the app’s Explore tab, and a new profile view showcasing only products from shopping posts, it is becoming a brand awareness platform as well. On March 18, 2019, Instagram added another feather in its already splendid hat by launching “Checkout” button on Instagram.

The feature allows the users to shop on Instagram without ever leaving the app (previously, tapping on a product tag directed users to an external website.) Now, shoppers can tap on an Instagram photo to see a "Checkout" button, which lists the price of the item. When the user clicks on a product tag of her choice from a brand partnering with Instagram, she sees an option to “Checkout on Instagram.” After pressing it, she is directed to screen wherein she is able to select color and size, if applicable. Then, after entering an email address, delivery information, and providing visa or Mastercard card details or linking a PayPal account, which Instagram saves for future orders, she can order the product without leaving the app. Instagram keeping in mind the security of the transactions also offers a feature where if a user wants, she could add a PIN for purchases to make her account more secure.

The bad news? It is that it is only available in the US for now but in a restricted manner. Instagram has launched “Checkout” with 23 of the buzziest brand names only. Brands like Adidas, Burberry, Dior, H&M, MAC Cosmetics, Michael Kors, Nike, Prada, and Zara in retail are currently part of Instagram’s invite-only beta test.

The good news? While Instagram has launched this feature in the US for now but it is expected that Instagram might roll out this feature in India because half of its population is less than 27 years old: often referred to as the Instagram generation, so how can Instagram ignore such a huge market?