Not Amazon, Instagram is likely to dominate the future of online retail

Selling fits well with Instagram, a visual medium beloved of fashionistas. Since 2017, store chains have been able to tag clothes, handbags or make-up in their posts

Luxury fashion is getting ready for its selfie. If it likes what it sees, the global apparel market could become a battle of the Everything Store against the Everyone Store.

Selling on Instagram is no longer just the province of retailers. A small group of influencers, including Kim Kardashian West, can now join in. And a new feature, Checkout, makes shopping much more convenient.

This is a big step forward in elevating Instagram commerce. It brings the holy grail of social shopping — being able to buy any garment directly from anyone’s Instagram post — much closer.

For luxury brands, Facebook’s app delivers