Instagram wants to be your mall

Instagram has introduced a tool designed to shore up its hold on shopping. The company announced today that it will be rolling out an in-app checkout function to users in the United States, a secure and, Instagram hopes, friction-free method for purchasing products onthe app without ever leaving. At its introduction, 23 brands in fashion, apparel and beauty have signed on as partners, including Adidas, Burberry, Dior, Nike, H&M, Zara, Kylie Cosmetics and KKW Beauty (Kim Kardashian West’s cosmetics line). The tool will begin appearing in some users’ apps today and roll out to all users in the United States within a few weeks. Additional brands will be added to the beta test throughout the year. Read more…