The feature is being tested on iOS Instagram apps just ahead of the holiday season. The new tags work much like tagging a user would work, except now certain test companies will be able to tag their products in their images and Instagram users who happen across these tags will be able to purchase the product within the app. No browser, or third-party processing required. These product tags are initially hidden by default to all users, but Instagram users will see a button that allows them to show the tagged products.

This way the current Instagram experience is not cluttered with a bunch of product tags, but if you are surfing through your Instagram feed and see a killer pair of jeans you want to buy, you can press the button to see the tag and make a purchase.

Technically, the purchase is still being made through the web but users will no longer be required to open a separate browser to complete the purchase. Users will instead see the page opened up within Instagram itself, meaning for a faster and more fluid experience. If the deal does not look as good as they were hoping for, they can simply swipe to go back to their feed without needing to switch out of a separate app.

The launch test partners of the shoppable tags are Abercombie & Fitch, BaubleBar, Coach, Hollister, JackThreads, J.Crew, Kate Spade New York, Levi’s, Lulu’s, Macy’s, Michael Kors, MVMT Watches, Tory Burch, Warby Parker, and Shopbop. More details about this new feature can be found over on the Instagram blog, here.

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