It’s hap­pen­ing.

After edg­ing towards eCom­merce for some time, and evolv­ing its var­i­ous tools to bet­ter facil­i­tate on-plat­form shop­ping, Insta­gram is now tak­ing the next step with the intro­duc­tion of a new check­out option in the app.

As you can see, the new process takes Insta­gram’s ‘Shop­ping Tags’ to the next lev­el — now, instead of a ‘View on Web­site’ but­ton when you tap through, users will see a ‘Check­out on Insta­gram’ option, which will enable them to make a pur­chase right there and then, before return­ing straight back to their Ins­ta feed.

There are, of course, a cou­ple