The Facebook-owned app now let's those watching a video on IGTV or Instagram Live and Stories to view and buy products.
To make a purchase on IGTV, users can simply use the in-app checkout or visit the seller's website.
Instagram is also planning to bring the service to their TikTok rival, Reels.
The new feature is great news for influencers and content creators, as well as brands, who will be able to monetize their work more efficiently and sell products.
Instagram COO Justin Osofsky said: "Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living."