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Instagram takes shopping in the app to another level and introduces the possibility of shopping in even more parts of its app.

The company is adding shopping tools to two new features: IGTV and Reels. IGTV shopping is now taking place around the world, while Reels will be tested later this year.

The changes are the latest updates that Instagram has made to attract brands and influencers who want more ways to generate money from the app. Instagram also tests commercials in IGTV, its feature for longer videos, and said it will share advertising revenue with users.

But the new shopping features could be especially appealing to creators who are already accustomed to redirecting their fans to their online stores and retail stores. As with other shopping features that use Instagram Checkout, users can tag certain products in their videos, which are then available for purchase on Instagram.

Adding shopping to Reels could help the app gain popularity from TikTok, which has also tested the shopping tools for its stars.

Facebook has made shopping an increasingly central part of Instagram. The company made in-app checkouts available to all U.S. companies earlier this year and said it intends to redesign its app with a dedicated shopping section and allow influencers to sell products in live video.

The purchases have already been available in normal feed posts, in Stories, but also in the Explore section of Instagram.

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