The @shop account will showcase products from various categories including fashion and home décor.

Instagram has launched a new @shop account which highlights shoppable posts from different merchants across the app. The move comes as the Facebook-owned app looks to add to its ad sales by developing itself as an e-commerce platform.

The @shop account allows Instagram to behave like a social influencer by highlighting undiscovered brands and driving direct-to-consumer sales. The image sharing app is looking to circumvent the “filter-bubble” by using a team of curators to showcase the top shopping categories and trending content.

Social media platforms like Instagram have become a powerful tool for direct selling and not just promoting. The number of shoppers who said social media “is quickly becoming my most important shopping tool” rose from 29% in 2015 to 45% last year.

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