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Instagram, which is owned by Facebook, is pushing its e-commerce business with a new ads feature in Instagram Shop.

The company announced it is testing using both single images and the option for a carousel, according to a report by TechCrunch on Monday.

Ads in the Instagram Shop tab will be based on an auction model and will only appear on mobile, the company said. At first, it says, only certain U.S. brands will be able to test the feature, but it will expand to advertisers in other non-U.S. markets over the next few months.

Instagram Shops was started last year.


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