Instagram’s Long-Awaited Checkout Feature Is Finally Here

It’s part of a closed beta with 23 brands

After rolling out a series of shopping features over the past year, Instagram is finally debuting its ultimate retail tool: checkout.

The new tool, which lets consumers pay for products in the app, begins rolling out today in the U.S., with 23 brands, including Nike, Adidas, Zara, Outdoor Voices and Warby Parker, part of a closed beta. According to Instagram, 130 million people tap on posts to see shopping tags. Now, when consumers tap on those tags and see a product page, a “checkout on Instagram” button appears.

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