Instagram has announced their latest feature: in-app checkout.

This was a natural move as the platform has become just as much of an advertising vehicle as it is a social media platform.

Via: Anthropologie

Via: KKW Beauty

Via: Gap

In the age of instant gratification, this feature will be beneficial to brands because they will be able to sell their product directly to the consumer without having to leave the app.

According to The Verge, 130 million users tap the shopping tags each month. Once you have entered your checkout information once, Instagram will securely save it for future purchases. Convenient, right? This feature will enhance the shopping experience for the consumer and help e-commerce brands to create personalized, re-targeted ads. In return, Instagram will be charging retailers a selling fee to use the checkout feature.

Here’s how the in-app checkout button works:

When you tap a tagged product from a brand’s shopping post, you’ll see the option to “Checkout on Instagram.” You can select your various options such as size and color, and enter your name, email, billing and shipping information. Simple as that.

At this time, Instagram will only be rolling out this feature to the 20 most popular brands in the US, so stay tuned for a deeper dive into how to set up the checkout button and the benefits of using this feature as a brand.