Instagram's foray into e-commerce might be a big step towards Mark Zuckerberg's privacy vision

Instagram has announced a new feature called ‘Checkout.’ The feature lets users buy products from their favourite brands without leaving the app interface. Here is what Instagram’s new checkout feature is all about. Instagram released a short clip demonstrating how it works. Instagram charges sellers a fee to sell their products on the platform.

This way, brands can promote and sell their products directly through Instagram posts, which is kind of similar to native advertising. Such posts contain a shopping bag icon to indicate users that products visible in the post are up for grabs.

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The listing shows all the necessary information like the name of the product as well as the brand. Depending on the product category, interested users can select their colour and size and finalise the purchase. Of course, you have to enter your name, email, shipping address and all other necessary details. Instagram notifies users once the order is placed and delivered. Instagram allows users to save their credit/debit card for faster checkout.

‘Checkout on Instagram’ is currently in closed beta and is limited to the following business in the US:

• Adidas @adidaswomen & @adidasoriginals
• Anastasia Beverly Hills @anastasiabeverlyhills
• Balmain @balmain
• Burberry @burberry
• ColourPop @colourpopcosmetics
• Dior @dior
• H&M @hm
• Huda Beauty @hudabeautyshop
• KKW @kkwbeauty
• Kylie Cosmetics @kyliecosmetics
• MAC Cosmetics @maccosmetics
• Michael Kors @michaelkors
• NARS @narsissist
• Nike @niketraining & @nikewomen
• NYX Cosmetics @nyxcosmetics
• Oscar de la Renta @oscardelarenta
• Ouai Hair @theouai
• Outdoor Voices @outdoorvoices
• Prada @prada
• Revolve @revolve
• Uniqlo @uniqlo
• Warby Parker @warbyparker
• Zara @zara

Instagram is allowing more brands to sell their products over the coming weeks.

This could very well be a first major step towards achieving Mark Zuckerberg’s forthcoming ‘Privacy vision’ and integration of Facebook’s whole suite of messaging apps including WhatsApp, Instagram and Messenger. WhatsApp is end-to-end encrypted. So, blending WhatsApp with services that lack end-to-encryption poses some obvious risks and challenges.

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If Facebook implements end-to-end encryption on Instagram which it has to in order to uphold users’ privacy, it will put certain restrictions on its targeted advertising business model. Allowing brands to sell products directly to customers on Instagram might be an ideal solution for Facebook to sustain its business model and ensure users’ privacy at the same time.