Instagram Takes Another Step Toward E-Commerce

New mini shops are being introduced on Instagram. A new attempt to sparks sales of products in its feed? Perhaps.

20 Partners are signed to debut The shops to test with tapping on items you see in pictures and explore them in more detail inside the Instagram feed.

A “shop now” button is included within the mini shops. Once you click it, the checkout web page for the product will display inside Instagram.

Warby Parker, Abercrombie & Fitch, Coach, JackThreads, and more are participating in the test, which will be live in the US only to start. The retailers won’t be able to promote the shops with advertising for now, though that will likely come down the road.