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Instagram Adds ‘Shop Now’ Button for In-App Impulse Buying

As shoppers turn to apps to make purchases, Instagram wants in on the action. Facebook Inc.’s popular photo-sharing network will roll out a new feature next week that lets you buy what you see in a photo—without ever having to leave its iPhone app.

Instagram, in a blog post, called the new feature an experiment. It is a big one, nonetheless. Instagram’s 20 U.S.-based brand partners including...