Instagram today announced it’s adding a new feature to help connect online shoppers to product drops through its app. Drops, which are a newer e-commerce trend, help sellers create buzz for forthcoming products in the days and weeks leading up to their availability. The products themselves are often only available in limited supplies or for a short period of time, increasing demand.

On Instagram, drops will now have their own destination inside the app at the top of the Shop tab, where consumers can discover, browse and shop all the latest product launches as well as view upcoming launches. Shoppers also can sign up to receive reminders about products they’re interested in, and look through products and collections from other drops that recently took place on Instagram.

Like other online shopping offered through Instagram, consumers can make their Drops purchases directly in the Instagram app itself via Checkout on Instagram, not by visiting third-party websites. This model will eventually allow Instagram to collect fees on purchases — something that’s become a more important part of Facebook and Instagram’s overall business model in the wake of Apple’s privacy crackdown on iOS apps that impacts Facebook’s ad revenues.

However, Instagram has temporarily waived its selling fees to help businesses that are recovering from the last year of COVID. The move will also help it to gain ground in online shopping against new competitors, including TikTok.

Brands on Instagram had already been running drops before today, following Instagram’s release of a product reminders feature back in 2019 that allowed consumers to get notified when an item in which they were interested became available for purchase. To date, brands across fashion, beauty, streetwear and others have leveraged the feature, the company says, including Hill House Home, Dragun Beauty, adidas and others.

The new Drops location simply organizes the product launches in one place to make it easier to browse and shop. Instagram tells us it’s curating the featured drops in this section. To be considered, brands need to use the product launch feature which is available to businesses on Checkout with Instagram.

At launch, some of the drops available include today’s Drake x NOCTA “Cardinal Stock” collection and upcoming drops like Wren + Glory hand-painted summer collection and Charlotte Tilbury Exclusive Pillow Talk Lips & Dreams Lashes Kit. This week, there are five total drops available. This number will vary from week to week as Instagram continues to test the new feature, the company tells us.

On an individual brand’s page inside Drops, consumers can view info like when the product became available, pricing and other item details. They can also bookmark the item to add it to a wishlist or share the drop with a friend through Instagram’s direct messaging feature. From the top of the Drops page, users can return to their Cart or Wishlist at any time to complete the checkout — assuming they aren’t too late, of course.

In addition, the brand’s Live shopping can be scheduled to align with their product drop. When the brand goes live for a drop, there’s an on-screen countdown and confetti animation when the product becomes available.

The new feature is currently only available in the Instagram app in the U.S., and only on mobile devices (iOS and Android), not the web.