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New Ways to Shop on Instagram

By Instagram Team

September 18, 2018

Instagram is the best place to connect with your friends and interests all in one place – and shopping is an essential, growing part of the Instagram community. In fact, more than 90 million accounts now tap to reveal tags in shopping posts on Instagram every month.

Today we’re announcing two updates that make it easier to shop on Instagram, whether you stumble upon something you love or are simply in the mood to browse your favorite brands.

Expanding Shopping in Stories
We began testing
Shopping in Stories in June, and today we’re rolling it out globally and expanding it to businesses in 46 countries. Now when you’re watching behind-the-scenes Stories from your favorite brands and see something you love, you can quickly tap on a product to learn more.


More than 400 million accounts come to Stories every day to feel closer to their favorite accounts. And with one-third of the most-viewed stories coming from businesses, we’re excited to see how Shopping in Stories enable brands to tell an even deeper story about what’s behind their products.

Introducing Shopping in Explore
We’re also announcing a Shopping channel in Explore that will be personalized to you. Topic channels, which
launched in June, allow you to browse across your interests and go deeper on any area you like in Explore. Now, when you simply want to shop for fun, you’ll see a channel dedicated to Shopping posts from the brands you follow and brands you might like.

The Shopping channel in Explore will begin rolling out today and will expand globally over the coming weeks.


Shopping is more than an errand – it’s also about what you discover along the way. For many people on Instagram, shopping is an entertaining way to get inspired and connect with new and interesting brands. We’ll continue to explore the right features and experiences to make Instagram the best place to shop from your favorite brands and find inspiration.

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