Instagram Australia is launching a world-first in-app shopping event, InstaNight Shopping, in conjunction with the launch of its new Shop tab.

On December 3, major Australian retailers, household brands and small businesses around Australia will be able to share in-app deals with Instagram users in an effort to local brands following a difficult year for the retail industry.

“The events of this year have changed the way we shop, and for many Australians the traditional shopping experience has evolved to fit safely into the palm of their hand,” said Facebook Australia group industry director Naomi Shepherd.

“Eighty per cent of Australians say they’ve made the decision to purchase a product on Instagram, so we’re launching the new Instagram Shop tab as a dedicated place for our community to connect with the brands they love, and discover new items and businesses.”

The event will highlight over 50 local brands, including Adore Beauty, Culture Kings, HiSmile, KitKat, Oroton, and Platypus, as well as David Jones which said selling through the social media is part of its ongoing digital strategy.

“Instagram is a key social media channel to connect our brand with customers… however they choose to shop with us,” said David Jones’ general manager of marketing communications Georgia Hack.