The adage of look-but-don’t-touch is going out of fashion as Instagram brings shopping fashionably in-app.

Peruse, ponder, purchase

Instagram users will soon notice that if a post happens to contain an adorable shopping bag icon, you can tap for details and even buy the item being pictured.

Louis Vuitton, Aritzia, and Adidas are just a few of the big name brands offering their wares worldwide through Stories.

According to Instagram’s official release, “Instagram isn’t just a place for inspiration, it’s also a place of action, and we know that inspiration can come from anywhere,” just like Stories.

If you post it, they will shop

With over 400 million Instagram Stories daily users, consumers are connecting with brands and products faster than ever before.

In a recent survey, users admitted they often visit Stories to stay up to date on the latest trends. The consumers have spoken and they’re talking with their wallets.

What do you think about purchasing through Instagram Stories? Is this a sustainable model? Let us know what you think in the comments below.