Instagram is reportedly developing a new standalone shopping app, taking another step towards investing in social commerce.

IG Shopping will allow consumers to browse products from brands they already follow on Instagram, and purchase them directly within the app.

The Verge states that “It could not be learned when the app might launch. Its development is still ongoing, and it could be canceled before it is released.”

It makes sense that Instagram considers spinning out shopping into a standalone app to expand revenue opportunities, with its internal data confirming that four in five Instagram users follow at least one business.

Read more here.