Facebook-owned Instagram has made a move into e-commerce by adding an option to buy products shown in posts by selected brands. The feature is shaping up in the beta version of the app in the US, with a limited number of businesses, according to the Image Centric Messaging Service.

“We are introducing Checkout option on Instagram,” the Silicon Valley-based division of Facebook said in an online post.

Instagram users in the US can now pay through Visa, Mastercard, American Express, or PayPal. “Facebook’s record on privacy is the issue that may affect the launch of in-app purchases,” said Gabriella Santaniello, the founder of retail research firm A line Partners.

Instagram has more than 130 million users tapping to reveal product tags in shopping posts every month, up from 90 million in September, it said. Facebook plans to evolve Instagram and Messenger into robust e-commerce platforms where users can click on ads and buy products, said Ivan Feinseth, an analyst with Tigress Financial Partners.

The brands like Adidas, H&M, Nike, Burberry, Dior, and glass retailer Warby Parker are available and participating in the checkout Instagram feature.