Instagram is finally letting users shop what they see in their feeds.

The Facebook-owned platform announced last week that it would be rolling out a feature that lets brands tag products in their posts, linking out to a more detailed product page that leads users out of the app (for the first time, outside of an ad or link in bio) and onto a retailer’s website to purchase. The move has been long-anticipated by brands and Instagram users alike, as the social app drives product inspiration: Internal research shows that 60 percent of Instagram users reported having discovered new products and services on the platform.

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