The Facebook-owned company described the new account as a celebration of small businesses and the creators behind them. @shop will promote items from emerging brands across categories like fashion, beauty and home decor.
For now, the account will spotlight one brand a day while also telling the story behind each business. The account currently features content from US brands like Mented Cosmetics, Feel jeans and Glossier Play.
Every product shown in the @shop account will have shopping tags that let Instagram users make a direct purchase without leaving the app.
Instagram's @shop account has accumulated more than 49,000 followers since the official launch on Thursday, 9 May.
