Publishers can now use Instagram Shopping

News you want to use week 51.

It used to be that Instagram Shopping, or the ability to sell wares on the social platform, was limited to influencers and retail brands like Nike or Sephora. Now, however, a select number of publishers is also being invited to test the platform as an e-commerce tool. Now, publishers like Group Nine, Condé Nast and Highsnobiety are testing Instagram Shopping as a way to combine their large Instagram followings with their burgeoning e-commerce operations. Bon Appétit, the magazine, has been testing out this new feature by selling its own merchandise, which includes branded shirts, hats, sweatshirts and other items, some of which feature the publication’s popular test kitchen editors-turned-influencers.

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