Instagram has launched a @shop account, which is basically a curation of posts from online merchants that sell products through the Instagram app. @shop will promote items from emerging brands from categories such as fashion, beauty and home decor. For now, the account will spotlight one brand a day and tell the story behind that business. The account currently features content from US brands. Every product shown in the @shop account will have shopping tags that let Instagram users make a direct purchase without leaving the app.