Dive Brief:

• Curalate released Wednesday Like2Buy —a feature that allows brands to sell items directly through Instagram. 
• How it works: followers of Nordstrom see an item on Instagram they want to buy, click on the Nordstrom's profile page, and click a Linke2Buy link that sends them to the item on a Nordstrom page for purchase. 
• So far, Nordstrom has been pleased with Like2Buy. "We connect with more than 500,000 customers on Instagram....Like2Buy enhances the experience even more for customers who want to take the next step and learn more about the great fashion we’re featuring or even make a purchase,” said Bryan Galipeau, Nordstrom's social media director.

Dive Insight: 

Online shopping has removed some of the impulse purchases because so much research is available. Consumers are more likely to stew it over when relaxed on the couch. What Like2Buy does is bring back the impulse buy— users can see and item, fall in love with it, and own it in just a few clicks. The feature could be a sizeable sales driver for brands.