Have you ever thought about buying everything your favorite store posts on Instagram without leaving the app?
This is very close to becoming possible. Instagram announced earlier this week that it will begin testing a new tool that will allow users to purchase products within their feed. This means that soon, in addition to being a social network for sharing photos and videos, Instagram will also function as a sort of virtual shopping mall.
According to Instagram, the advantage of this tool is that it offers an intermediate phase, allowing users to first learn about and evaluate the product, instead of being taken directly to the purchase screen, as is the case on other sites.
The new feature will enhance brand imagery. Using the "Tap here to view products" option, the tool will display a screen displaying up to five products with information such as descriptions, prices, and a "shop now" button. Clicking this button will redirect the user to the product on the brand's website, streamlining the purchase process.
Instagram was already used as a showcase for many brands, but now users no longer need to leave the app to search for and find products, which should improve the user's shopping experience and increase brands' investment in the network. 
According to Instagram itself, the insight came after internal research revealed that 50% of the network's users follow a company or brand's profile and that 60% have discovered a new product or service through the app. The numbers also show that most purchases take a day or more to complete, and only 21% of them are made on the same day, a change expected with the new feature.
Initially, the functionality will only be released to some iOS users in the US and should debut next week in 20 American retail brands: 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.
After the testing phase, Instagram plans to expand the platform and implement new features, such as the "Save product for later" option.
Brazilians can only hope that the new product is truly the success it promises and arrives here soon.
