After the US launch of its shopping feature, Instagram has extended the program to Australia with a focus on expanding their partners in the region.
A 2017 survey from Dana Rebecca found that 72% of respondents made a fashion, style or beauty related purchase after seeing a product on instagram.
The survey also found that of those who made a purchase, 77% were female users.
However, the survey found that only 18% of users at the time acknowledged that they used shop now feature provided by the platform.
After a beta phase where the feature was trialled with partners Country Road, Myer and PepperMayo over several weeks, the company is looking to expand the feature to a global audience.
Instagram Australia group industry director Naomi Shepherd said that the feature lent itself to fashion brands and highlighted the early pickup for fashion and beauty brands.
“I think there's lots of upside in the fashion and retail industry, certainly in beauty and some of the consumer goods and higher margin products.
"Where we've seen the early pickup is in fashion and beauty.
"We're really open to working with anyone with this Instagram shopping feature."