Instagram has launched a special account tagged @shop to collect posts from various online merchants selling products through the app.
The content on the @shop account celebrates small businesses and is inspired by the community. It includes content from across categories such as fashion, beauty, home and décor.
The curated posts feature items by emerging brands such as Feel. Jeans, Glossier Play Colorslide and Mented Cosmetics.
All featured products will carry a product tag to make it easier for users to purchase a showcased product.
Instagram has been trying to establish itself as an emerging eCommerce player. With the addition of curated content, consumers browsing for products online can enjoy a wider variety of items across a larger number of brands.
The account has around 66,000 followers to date.