Companies have been using social media to market their products and gain more brand presence. Leveraging digital technology has helped apparel companies to adapt to the changing landscape of the retail industry. More specifically, apparel companies have to find new ways to sell their products because the old store front model is becoming more outdated. Amazon has disrupted the retail industry in a way that makes it difficult for others to compete. Using Instagram, a platform the consumer already spends a significant amount of time on, may give retailers a competitive edge against Amazon. By introducing the simplicity of a few clicks to order products through the Instagram app, companies can gain customers they might not have otherwise with relatively low risk involved. I am curious however with the emergence of this new feature, will the feed be filled with sponsored or marketing content instead of content from the people I actually know? If this happens, will it push users away or will it build the user base and increase the engagement with the app?