Instagram has introduced a shopping service to its video sharing section IGTV, letting customers purchase items featured in videos without leaving the app.

Brands using IGTV will now be able to add shopping tags to their posts, with the shopping shortcut soon to be added to Instagram’s TikTok rival Reels. IGTV videos will also soon be discoverable in Instagram Shop.

“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them,” explained Justin Osofsky, chief operating officer at the social media giant.

“By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos, and in turn, helping sellers share their story, reach customers and make a living.”

In March last year, Instagram introduced a checkout feature, allowing customers to instantly purchase items in their feeds – something which is now estimated to be worth more than $10 billion a year.

In July, it introduced the Instagram Shop feature, allowing users to purchase items from inside the explore section for the first time.

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