The option is only available in the US initially from a selected list of fashion and make-up brands, including H&M, Nike, Prada, Zara and Burberry.
Users will be able to tap a “Checkout on Instagram” button when they see a product that takes their interest, which directs them to a page within Instagram where they can select sizes and colours, before entering payment and delivery information.
The app will provide notifications with shipment updates, as well as the ability to track the delivery process.
Instagram says it will securely save information after customers have placed their first order, to make it convenient when buying more items in the future.
The move is designed to make it easier for people to shop – at present customers wanting to buy products they see on the photo sharing app are re-directed to the retailer’s official website in a separate web browser.
Adidas, MAC Cosmetics and Michael Kors are also among the first names to be involved, with more retailers and brands set to be added soon.
It is not clear when the feature will be made available outside of the US, although other English-speaking countries do tend to follow first.