Instagram is partnering with J.Crew, Kate Spade, and other retail brands.
Instagram is growing its e-commerce capabilities with a new feature on Tuesday that allows retailers to add more information about the content they publish to the photo and video-sharing app.
The Facebook-owned unit has taken baby steps towards adding shopping to the mobile app—most notably in 2015 when the social platform started allowing advertisers to add a “buy now” button to ads that would link to a retailer’s store.
Jim Squires, the director of market operations for Instagram, tells Fortune that 60% of people look at multiple options and items before making a purchase. Sometimes consumers aren’t ready to click buy straight from a photo, he posits, continuing that they could need more information—such as price, sizing, and colors—before making a purchase.
Instagram said that 20 U.S.-based retail brands—including Kate Spade, JackThreads, Warby Parker, Coach, and J.Crew—will start sharing organic posts (not advertisements) of items, which will include a small “tap to view” icon at the bottom left of a photo.