Facebook-owned social media brand Instagram has rolled out its shopping function to business account holders in the UK.
The shopping function allows businesses to showcase new products to its customers which can be bought directly from the brand’s website - alleviating shoppers from having to search for the product on a different site.
According to the social media site this evolution marks ones of the most significant changes for the brand since its introduction of its Business tools in 2016.
Jim Squires Head of Business at Instagram, said: “People come to Instagram every day to discover and buy products from their favourite businesses.”
“We want that to be a seamless experience. Whether it’s a local artisan, florist or clothing store, shopping directly on Instagram has never been easier.”
Before launching, the function was trialled by three UK-based companies: Marks & Spencer, Heidi Klein and slipper brand mahabis.
Erin Roy, Head of Media and Digital Marketing at Marks & Spencer, said: “Instagram Shopping offers us the opportunity to realise the huge potential of our 760,000 followers.”
She added: “Shoppable posts take this to a whole new level. They are simple to create, easy for our customers to use and enhance the Instagram experience.”
Over recent months the brand has been making a conscious e-commerce push with the launch of shoppable ads available on the site; Birchbox and Revolve were among the first brands to take advantage of the feature.