Instagram is today bringing ecommerce to its TikTok copycat Reels product as the holiday shopping season kicks into high gear.

The integration was already being piloted by a handful of brands, Instagram says, including MAC Cosmetics, Revolve, Song of Style by Aimee Song, Rare Beauty, and the NBA. When users see a Reel with tagged products, they can now tap a ‘View Products’ button to buy, save, or learn more about the featured items.

In addition to the above brands, Instagram’s @Shop tab — which seeks to highlight emerging indie businesses — has also featured shoppable Reels from the likes of Centinelle (silk scarves), Kammok (a camping hammock), Expedition Subsahara (handwoven baskets), and Paper & Clay (handmade ceramics).

Techcrunch notes that the change means users can now shop from every facet of the Instagram app, including grid posts, Stories, Instagram Live, IGTV, and Reels.

Instagram launched shoppable videos on IGTV in October, whereupon it announced that the feature was coming to Reels — the same month that TikTok paired with ecommerce giant Shopify on an ad management integration for small business owners. In November, Instagram reorganized its homepage, adding tabs for both Shop and Reels. At the time, the company also added the ability for creators and marketers to properly label branded Reels with the appropriate tags.

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