Instagram is rolling out a new shopping hub in the U.S.

Facebook's e-commerce push saw the debut of Facebook Shops in May, designed to help small businesses sell their products online. The social networking giant also promised at that time to launch a similar experience on Instagram this summer.

Today, Instagram announced Shop, which comes in the form of a small button in the Explore tab for finding and buying things in a single hub. Instagram Shop features collections, a carousel of brands, and a “Suggested for You” section for personalized recommendations. You will also see curated collections from Instagram’s own @Shop channel.

While Shop remains a new destination in Explore at present, Instagram plans to add a dedicated tab for that experience in the navigation bar later this year. It is available in the U.S. from today, with plans to launch it worldwide in the next few weeks. Customers in the U.S. can buy products without leaving the app if they see a double arrow symbol on a product.

Payments will be processed through Facebook Pay, a method launched last year to unify the payment experiences across Facebook's ecosystem. Customers can also add a PIN or register their biometrics such as Touch ID or Face ID for an added layer of security.

Instagram's latest move marks its renewed focus on online shopping. In 2018, the service introduced the ability for users to shop from select brands directly from Stories.

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