The app's e-commerce ambitions are large—including international expansion and a video version of the product—but they're starting small. It's testing its new feature with just 20 brands, including Kate Spade and Warby Parker, and not taking any cut of the proceeds. For J. Crew, which is one of the test brands, Instagram's product fills a gap in mobile shopping. For one, it's image-based, which makes it much more amenable to inspiring people to buy products than Facebook, according to Jenna Lyons, J. Crew's president and creative director. It has the opportunity to take a customer from the point they're interested in a product to actually making a purchase. It's happening in the real world already, she said. "It's been a little frustrating to us in the past to not be able to have people purchase on Instagram," Lyons said. "Not only has it become a place for people to get influenced by their friends, but they're walking into our stores with their phones and saying, 'do you have this?'" Get the full story at Bloomberg and Instagram