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In addition, users can also tap on a “Shop now” link from the product page. Doing so will take the user to the retailer’s website, where they can purchase the item.
These are not ads (though Instagram offers ads that include a buy button).

Instagram is only testing these new shopping features for now.
“During this initial phase, the new features will be available to a group of people on iOS devices within the US,” according to Instagram. “As we roll out further, we’ll explore product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers can take an action later.”

These shopping posts will only be available to 20 U.S. retail brands initially, including Abercrombie & Fitch, BaubleBar, Chubbies, Coach, Hollister, J.Crew, JackThreads, kate spade new york, Levi’s Brand, Lulus, Macy’s, Michael Kors, MVMT Watches, Target, Tory Burch, Warby Parker, and Shopbop.
With this test, Instagram may be moving into Pinterest’s territory. Not long ago, Pinterest updated visual search to similarly highlight products within an image.

Content Courtesy Of Nairobi Fashion Hub