Instagram has announced today it has enabled eCommerce in its Stories feature.

Facebook-owned social network Instagram has announced it is expanding its eCommerce offering beyond the Feed to Instagram Stories. This means users no longer have to leave a brand’s Story to buy items, as select brands now have the ability to include shoppable icons on images of products that will direct users to a product page.

In a press release, the company said:

“From Adidas and Aritzia to Louis Vuitton, people have been able to shop from their favorite brands around the world, and now you can shop these businesses in Instagram Stories.

“Shoppers on Instagram are savvy. They visit Instagram looking for the latest trends and styles …[and] are increasingly finding new products from brands they love.

“Brands have always been early adopters of stories, they create some of the most viewed and engaging content on the platform. Now, you can shop from select brands in Instagram Stories with more coming soon”

The company also noted that a recent survey found that Instagram users often watch stories to interact with their favourite brands and find out about new products. With the new shoppable tags within Stories,  users will be able to shop select brands, with more brands coming soon to the platform.

Last month, Instagram introduced a native payments feature that allows users to register a credit or debit card to make payments within the app.

A spokesperson for Instagram told TechCrunch at the time that users can now make payments to a limited number of businesses.

Instagram said 300 million people are using Stories on a daily basis.