Instagram’s new shopping feature allows users to make an in-app purchase

Instagram updates a new feature that makes a purchase inside the app without the annoyance of ever leaving Facebook warm embrace.

This feature is standard-e-commerce: there art 20 brands participating in this- Nike, Dior, Warby Parker and Zara and many others. Payment information is stored within Instagram, and users also have to provide their email address so retailers can complete the purchase.

While the project might look like a routine update that merely grants more convenience to the user and prominence to brands, it’s also the culmination of Facebook’s drive to not only subsume as much of the internet as it can but to also transform your attention into money.

For years, Facebook chief Mark Zuckerberg has made no secret of his ambitions to move all of the internet’s various attractions inside Facebook’s owned walled garden, by force if necessary. When this becomes possible, then it will buy its competitors like WhatsApp, Instagram. When not, it will reinvent them inside itself.

Facebook Marketplace for Craigslist, Facebook stories for Snapchat, the abandoned Facebook instant articles for google news, and so on.
Now with checkout, Facebook can use Instagram to send a direct shot across the bow to Amazon, or at least attempt to take a slice of that pie for itself.

This feature is standard-e-commerce: there art 20 brands participating in this- Nike, Dior, Warby Parker and Zara and many others. Payment information is stored within Instagram, and users also have to provide their email address so retailers can complete the purchase.

While the project might look like a routine update that merely grants more convenience to the user and prominence to brands, it’s also the culmination of Facebook’s drive to not only subsume as much of the internet as it can but to also transform your attention into money.

For years, Facebook chief Mark Zuckerberg has made no secret of his ambitions to move all of the internet’s various attractions inside Facebook’s owned walled garden, by force if necessary. When this becomes possible, then it will buy its competitors like WhatsApp, Instagram. When not, it will reinvent them inside itself.

Facebook Marketplace for Craigslist, Facebook stories for Snapchat, the abandoned Facebook instant articles for google news, and so on.

Now with checkout, Facebook can use Instagram to send a direct shot across the bow to Amazon, or at least attempt to take a slice of that pie for itself.