In 2019, Facebook Pay and Instagram Shop were both announced by the Company. Meanwhile earlier this month, Instagram swapped its Activity tab for Shop, testing the new feature. Today, the tech giant has launched it’s Instagram Shop: a place to shop from inside Instagram Explore. The new feature will be in usage with also the Facebook Pay feature will be used for purchases and donations in the U.S.

Instagram Shop is described as a place to browse products from favorite brands and creators, as well as curated collections published by the Instagram-run shop account. In the Shop tab, you’re able to filter by categories like beauty and home, for example, and then checkout directly in the app.

Although there has been ways to shop within Instagram before the launch of this new feature today. This new feature INSTAGRAM Shop is designed to encourage more browsed and searched product by getting data of what people want and need.

The new Instagram Shop experience is personalized to the end user. There are rows with your favorite brand and creators, for example, underneath large, attention-grabbing images at the top of the screen. There’s also a personalized “Suggested For You” section at the bottom.

The new feature is launched today and begins in the U.S today.