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Instagram Checkout Lets You Buy Items Without Leaving the App

Instagram is currently trialing the feature in the US with nearly two-dozen brands, including Adidas, Nike, Warby Parker, H&M, and Kylie Cosmetics.

Angela Moscaritolo
 & Angela Moscaritolo Managing Editor, Consumer Electronics

Our team tests, rates, and reviews more than 1,500 products each year to help you make better buying decisions and get more from technology.

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Instagram is making it a lot easier to buy things that catch your eye in the app.

The Facebook-owned photo- and video-sharing platform on Tuesday introduced Instagram Checkout, a feature that lets you purchase items without leaving the app. Instagram is currently trialing the feature in the US with nearly two-dozen brands, including Adidas, Nike, Warby Parker, H&M, and Kylie Cosmetics.

When you see something you like in a shopping post, just tap to view the product. On the product page, select from various options such as size and color, then press the blue "Checkout on Instagram" button.

Instagram Checkout

"You'll only need to enter your name, email, billing information and shipping address the first time you check out," Instagram explained in a blog post. "Once your first order is complete, your information will be securely saved for convenience the next time you shop."

After you place your order, you'll get shipment and delivery notifications inside the Instagram app. Instagram is also currently trialing this with the following brands: Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, KKW, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Ouai Hair, Outdoor Voices, Prada, Revolve, Uniqlo, and Zara.

Instagram said it plans to open the feature to more brands in the near future. The company first introduced shopping features in 2016, but up until now you always had to leave the app to actually make a purchase.

This new feature comes after Instagram in June started letting brands sell you things via stories. When you see a sticker with a shopping bag icon click it to see more details about the featured product, including a link where you can buy it.

About Our Expert

Angela Moscaritolo

Angela Moscaritolo

Managing Editor, Consumer Electronics

My Experience

I'm PCMag's managing editor for consumer electronics, overseeing an experienced team of analysts covering smart home, home entertainment, wearables, fitness and health tech, and various other product categories. I have been with PCMag for more than 10 years, and in that time have written more than 6,000 articles and reviews for the site. I previously served as an analyst focused on smart home and wearable devices, and before that I was a reporter covering consumer tech news. I'm also a yoga instructor, and have been actively teaching group and private classes for nearly a decade. 

Prior to joining PCMag, I was a reporter for SC Magazine, focusing on hackers and computer security. I earned a BS in journalism from West Virginia University, and started my career writing for newspapers in New Jersey, Pennsylvania, and West Virginia.

The Technology I Use

My little Florida beach bungalow is brimming with smart home tech. I have a smart speaker or display in every room, allowing me to control other connected devices by voice. The Nest Hub on my bedside table lets me set wake-up alarms, control my smart light bulbs, and set the temperature on my smart thermostat. I use the Amazon Echo Show 8 on my kitchen counter to browse recipes, reorder protein powder, check the weather, and watch the news while I do dishes. 

Because I suffer from allergies, air purifiers are essential. My favorite model is the Dyson Purifier Cool TP07, which doubles as a fan and continuously sends indoor pollution data to its companion mobile app. 

My pitbull Bradley sheds, so a good robot vacuum is a must. I currently use a premium Ecovacs Deebot that can both vacuum and mop, empty its own dustbin, and wash its own mop cloth. 

For fitness, I like to mix up my routine with cycling, indoor rowing, running, and strength training in addition to yoga. I take classes on the Tonal 2 smart strength training machine, I row indoors on an Aviron machine, and track my beach runs with an Apple Watch while listening to music on my Apple AirPods Pro. On the weekends, I love riding e-bikes like the rugged, beach-friendly Aventon Aventure for fun and fitness.

My job involves a lot of virtual meetings, so a quality webcam, microphone, and ring light are important. I use the Jabra PanaCast 20 webcam, the Elgato Wave: 3 microphone, and a Yesker tripod ring light. 

As for my preferred phone platform, I'm an iPhone person, but I've also extensively used Android for product testing.

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