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Instagram Unveils Curated Shop Account to Showcase Online Merchants

May 13, 2019 / Robert Williams

Instagram created a special account called @shop that brings together posts from online merchants that sell products through the image-sharing app, according to an announcement from the Facebook-owned company. The curated account aims to showcase top shopping categories including fashion, beauty and home decor. Feel jeans, Glossier Play Colorslide and Mented Cosmetics are among the "emerging brands" that Instagram seeks to highlight with the new account.Every product shown in the @shop account will have shopping tags that let Instagram users make a direct purchase without leaving the app. The @shop account had around 46,000 followers as of press time. Instagram's introduction of its new @shop account is the latest sign that the image-sharing app seeks to build itself out as an e-commerce platform to supplement ad sales. By relying on a team of curators to highlight emerging brands, Instagram can alleviate the "filter bubble" that happens when websites try to per...