You can now shop straight from Instagram

Often, when there's something we really want to buy is because we previously saw it on Instagram. What if, from now on, we could buy that something (whether it's a dress, a lipstick or a new smartphone) straight from Instagram?

Apparently, we'll find out very soon. From next week, to be precise. Yes, because the company has recently announced that it's about to inaugurate a brand new era, introducing a feature that will allow us to make purchases straight from the app. A terrible danger for shopping addicts? Much likely. But do not despair, for the moment the matter concerns only a small portion of us.

The "Buy Now" button is in fact still in its testing phase and, for now, it only regards iOS system and the United States, including 20 retail chains such as Macy's and Target, as well as brands such as Levi's, Kate Spade and Coach. For each picture, the stores will include up to 5 'shoppable' items. By clicking on "Shop Now" we will be redirected to the brand e-shop's product page where we'll be able to make the deal.

The idea is to offer to online buyers a more intimate experience, far from the cold and detached one provided by any other e-commerce, and to link the item to a narrative, to an imagery, to a lifestyle the buyer can perceive and want to be part of.

Looking forward to trying it too? No worries, as with any new feature, it is only a matter of time and it'll spread all over the world.

In the meantime, see how it works: