Instagram users will be able to buy from brands on platform

'Checkout on Instagram' is new e-commerce service available to US customers

Facebook is moving into retail, as the company partners with more than 20 brands to allow Instagram users to buy clothes, accessories and makeup on the social network without leaving the app.

"Checkout on Instagram" is a step up from previous shopping features on the service, which ultimately pushed buyers to a brand's web page to complete transactions. Users were then required to enter payment and shipping details, and often sign up for new user accounts, prompting many to bail on the transaction before completing it.