Instagram is testing a “shop” button in the main navigation
Instagram is testing a “Shop” button in their main navigation to replace “Activity”. When clicked, the button takes you to a gallery of all the products offered by the brands you are following.
This is potentially quite a big innovation that is likely to lead to collections integrations that are similar to how Pinterest works. If you are a retail brand, it’s really worthwhile to be on this platform.
Official Guidelines: https://help.instagram.com/191462054687226