Abercrombie & Fitch has become the latest retailer to use Instagram’s checkout feature, allowing users to buy items directly from the app.
Both Abercrombie & Fitch and Hollister, which it owns, have introduced the social media app’s new retail feature to their respective pages.
Followers of both brands can now tap on pictures of items they want to buy in Instagram and pay directly through the app using their credit cards or PayPal.
Instagram’s checkout feature, which it launched in March, could be worth up to $10 billion a year or even higher, according to analyst at Deutsche Bank.
The bank also said that 18 per cent of respondents were “very likely”, or “somewhat likely” to purchase on Instagram using the feature.
In a further sign of interest, a combined 83 per cent of respondents who have already used the feature said they were likely to use it again in the next six months.