Instagram has given a new direction to its app with the introduction of shopping tags.

The feature is now available for iOS users in the United States. Initially, the app is working with 20 retail brands including Target, Macy's, JackThreads and Kate Spade. The tags will be concealed behind a 'Tap to view products' button. The new feature is likely to encourage users to make impulsive purchases.

In its announcement, Instagram said that the feature would allow the brands to lead users to products shown in the pictures. The app will attach a shopping tag next to items which are available to be bought. Upon clicking the tag, the users are redirected to a product page which offers more information about the item. The page also contains links to the shopping websites for making actual purchases.

Instagram is seeking to further develop the feature by adding product recommendations. It will also enhance the way items are presented to users. In its blog, the company said that it is looking into the way users may save content so that they can come back later to make the purchase. Instagram said that it endeavors to provide a seamless experience to shoppers and brands.

The photo sharing app will not receive any cut from the purchases. However, it is looking for other ways to monetize the feature.

James Quarles, VP of monetization for Instagram, said that the company plans to charge brands for showing their shoppable pictures to people who are not their followers.