What is the name of the Instagram feature that allows users to buy products directly from posts?

The Instagram feature that lets users buy products from posts is called Instagram Shopping. It connects product discovery with tagged photos and videos, allowing shoppers to tap an item, view details, and follow a purchase path.

Instagram’s shopping tools developed from the way people already used the platform to discover products through brands, creators, and visual recommendations. In 2018, Instagram expanded product links for business accounts, allowing items shown in posts to carry product information such as names, prices, and links to purchase pages. A tagged product could turn an ordinary-looking post into a shoppable one.

The feature is sometimes confused with “Shop,” “shopping tags,” or “Checkout on Instagram.” Instagram Shopping is the broader name for the commerce system, while product tags are the specific labels attached to content. Checkout, introduced for selected merchants in 2019, refers to completing a purchase inside Instagram rather than being redirected to a retailer’s website. Availability and checkout behavior have varied by country, merchant, and policy changes, but the feature’s core purpose remains product discovery through Instagram content.