Shopping on Instagram just got a lot easier.

The app has added a new checkout feature. Users can now buy from their favorite store directly through the app. H&M, ColourPop Cosmetics, Nike and other brands are already using the feature to cash in on customers.

Merchants will have to pay a fee to sell their items through the app, which make it another benefit for Instagram’s business offerings. Users can store their PayPal, Mastercard and Visa payment information within the app.

The newest feature comes almost a week after Facebook, Instagram and Whatsapp crashed following a “server configuration change.” Some users who run their businesses solely through Instagram ran to Twitter to complain about how the crash negatively impacted their engagement and sales numbers for the day.

“Once your first order is complete, your information will be securely saved for convenience the next time you shop,” Instagram said on its blog. “You’ll also receive notifications about shipment and delivery right inside Instagram, so you can keep track of your purchase.”

With Instagram’s newest checkout feature, another crash could be detrimental to companies looking to make the platform one of many avenues for sales and marketing.

Instagram has been under some rapid changes lately. From increased ads to IGTV to its recent series of shopping features, it’s almost impossible to close the app — which is great news for the company.

Instagram has even taken the time to build out its desktop features. Before its updates, users couldn’t view Instastories, post comments or view their Discovery page, but now the desktop version of the app is nearly as fun as mobile.

Despite some privacy and data issues with its parent company Facebook, Instagram may be in its golden age as more consumers and business professionals utilize the app. Instagram’s expansions are mirroring a similar time for Facebook, when users had to pry themselves from in front of their computer screens and phones.

During the rise of app culture, Facebook introduced games that connected users with friends, messenger, groups and other multimedia, stopping users from venturing to other apps to find fun. Now the company is applying these same tactics to bolster up users and engagement on Instagram.

facebook update

Sign up for our daily Newsletter.