Instagram Shop launched today in the U.S., providing members of the social media platform a new destination to shop from your favorite brand names and creators.

The site will have fresh collections from retail brands and creators and will also feature specially curated items from Instagram's @shop social shopping channel.

In May, Facebook, the parent firm of Instagram, announced Facebook Shops, designed to help small businesses reach their customers through social media at a time when COVID-19 lockdowns kept many of these stores closed to the public.

To help users securely complete checkout, Facebook Pay will roll out over the next few weeks in the U.S. Customers will also be able to use Facebook Pay to make donations related to various causes they care about.

Users can add a PIN code or use a biometric device with Face ID or Touch for an extra layer of security.

Customers can also buy purchase protection as a way to back up their eligible purchases.