Shopify is rolling out its “Shopping on Instagram” feature to thousands more merchants, just in time for the holiday season.

Select­ed mer­chants can choose whether or not to take part in what is still a test pro­gram.

Those who choose to con­nect their Shopi­fy cat­a­log with Insta­gram can cre­ate sales posts by tag­ging them with prod­ucts.

Turn Instagram Posts Into Sales With Shopify Integration

Any new post can be tagged with a prod­uct right from with­in the Insta­gram app. When users see the tag, tap­ping on it will bring up the option to buy the prod­uct.

Trans­ac­tions can be com­plet­ed with­in the Insta­gram app as well, mak­ing it an effort­less expe­ri­ence for both the mer­chant and the cus­tomer.

Shop­ping on Insta­gram” has been in lim­it­ed test­ing through­out 2017. With “many thou­sands” more mer­chants being invit­ed to the pro­gram, it sounds like we’re going to learn a lot more about the poten­tial Insta­gram has as a shop­ping plat­form.

Shopi­fy says to expect an even broad­er roll­out in the future. This is still a test pro­gram, and fur­ther test­ing is required before releas­ing it on a wider scale.