As parent company Facebook continues to face dwindling user trust, photo sharing app Instagram has increased its range of shopping functions – the latest in its emerging e-commerce trajectory.

Instagram has launched three new shoppable features, allowing users to better purchase items directly from inside the app.

Users can now save items in custom ‘shopping collection’ lists, competing with rival social media platform Pinterest.

Instagram users now also view all products a business features on their shopping posts, simply by clicking a ‘shop’ button their profile page.

In many regards, such functionality converts Instagram into a pseudo e-commerce website on its own, with many businesses operating a standalone Instagram shops.

A new shopping ‘icon’ also enables users to easily purchase items features in a playable video.

It comes after Instagram launched stoppable Stories a few months ago, allowing users to shop from both from a business’ profile page and video Stories.

The slew of new features come as brands ramp up promotional activities ahead of Christmas.

According to Inside Retail, latest AudienceNet numbers reveal over 60% of Aussie users harness Instagram to discover new products and services.