Instagram has launched a feature that enables users to make direct purchases in chats.

Instagram increased the pressure on Meta to use the feature to increase its e-commerce options.

According to parent company Meta Platforms, Instagram is getting a payment feature that will enable users to make purchases from small businesses through direct messages.

Users will be able to purchase products from a certified small business on Instagram without leaving the chat, claims the blog post. Before, users who wanted to ask a company a question about a product they wanted to buy had to leave the post and use the chats. Users can now place orders and directly discuss customizations in chat.

Additionally, it will be simple to follow up with the company and track the order on the same chat thread. Additionally, one can complete financial transactions for their purchases using Meta Pay. Payments will be processed securely, and purchases will be safeguarded, as stated by Meta.

The function supports Meta’s efforts to broaden its e-commerce options.

The social media juggernaut introduced Shops earlier in 2020 as a way for users to discover and purchase products on Facebook and Instagram.

The company additionally urged companies to open Shops on Facebook and Instagram as their online storefront.

Instagram announced new creator-focused features last week as part of the company’s efforts to make the social media platform “the best online space for creators to make a living.” Subscriber chats, subscriber reels, subscriber posts, and a subscriber home have all been introduced by the company. Users will be able to filter out posts that are only available to them under the subscriber home tab. The company announced the first version of its subscription feature for creators in the United States in January. In the same month, the company was also discovered testing the features in India.

Instagram CEO Adam Mosseri announced in a video post on the social media platform that the company is now adding more subscription features to Instagram. According to Mosseri, subscriber chats, subscriber reels, subscriber posts, and subscriber home features will allow platform creators to earn a consistent and sustainable income.