By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy

Instagram adds shopping capabilities to Stories

Facebook-owned Instagram is making its Stories shoppable.

Starting today, brands can plug their products on Instagram Stories via a shopping bag icon that users can tap on. According to Instagram, Adidas, Aritzia and Louis Vuitton are a few of the brands who will be using the feature.

While the shopping tag has long been available within Instagram’s feed, the move is a boon for brands who want to capitalize on the many eyeballs who watch Stories. Instagram says 300 million of its more than 500 million daily users interact with Stories every day.

The shopping capabilities come as rival Snapchat boosts its commerce offerings as well. Earlier this week, the app said it is testing shoppable Snap and Story ads.