The US trial will allow 20 retail brands to add ‘tap to view’ icons on Instagram posts, which will tag products and state their prices.
Up to five tags can be placed on a single post and once a tag is selected a new detailed view of the product will open that includes a ‘shop now’ link.
“This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search,” said the company in a blog post announcing the move.
“If the consumer taps the Shop Now link from the product details view, they’ll go directly to that product on the business’ website, making it easier for them to buy the product they want.”
The trial will initially be available to a group of US-based Instagram users on iOS devices and the brands involved include Kate Spade, JackThreads and Warby Parker.
Instagram said that as it rolls out further it will explore product recommendations, how products are showcased to shoppers, global expansion, and the ability for users to save content so that it is possible to take action later.
“We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile,” said Instagram.