Instagram has a new shopping feature, “Drops,” which is a tab that opens a feed of potentially trendy products for sale on the app.
On Wednesday, Instagram, which is owned by Facebook, announced the latest update to shopping, which is an increasingly important category for the company trying to compete with Amazon, Google, Pinterest and major retailers.
The Drops are presented within the Instagram Shop section, which was launched last year as a place to showcase products.
“Brands that want to be at the center of culture, community and commerce are choosing to launch products on Instagram,” Instagram said about “Drops” on Wednesday.
Instagram added that fashion and apparel brand NOCTA was one of the first brands to “drop” hoodies, T-shirts, hats and pants. Fashion brand Wren+Glory and cosmetics company Charlotte Tilbury also launched products there.