Last year, Instagram unveiled Shops as part of Facebook’s larger pivot toward e-commerce. Shops is front-and-almost-center on the app’s bottom navigation bar, even more readily accessible than the button to upload a new photo. Now, after testing in the U.S. earlier this month, Instagram will introduce ads on the Instagram Shop tab globally, rolling them out in all countries where the Instagram Shop tab is available.
This marks Instagram’s latest update in evolving its e-commerce platform. It’s previously implemented shopping in Reels to compete with TikTok, organized exclusive product Drops into their own Shop category and added affiliate features for creators to earn a commission on sales of sponsored