I've been waiting for this for 3 years. After using Instagram a bunch, I found the targeted ads got pretty good: most were for things I was interested in, such as tech gadgets or crafts for my kids. However, clicking on an ad and buying something was so much higher friction than the rest of the mobile Instagram experience that I often just gave up. Since then, I assumed FB must be working on some sort of payment serv…
I've actually bought a lot of stuff from IG ads (and there's no other platform that I've ever clicked an ad let alone buying), but I agree with the purchase (which is off-IG anyway) to be of more friction. This can solve this problem by integrating payment into IG.