Ordering gets easier for hungry 'Foodstagram' users

The food order feature on Instagram. [INSTAGRAM]

Beginning Thursday, you will be able to post a selfie, connect with friends and even order a pizza from your Instagram feed.

The photo-sharing platform announced Thursday it has partnered with Delivery Hero, the operator of the food delivery app Baedal Minjok and Yogiyo, to roll out a food delivery function to help local businesses. The function was made available to all users of the social media platform that day.

It includes an “Order Food” button in the stories section, which restaurant owners can add to their Instagram story or profile. Customers can tap the button, which will direct them to one of the two food delivery apps to place orders and make payments.

Food photos are already so commonplace on the platform that many users have adopted the nickname "Foodstagram."

For restaurants not listed on the partnering apps, the social network is including an electronic option that allows users to pre-pay and use in person. Instagram said it is testing this feature on Facebook, its parent company.

Both functions are free to use, and Instagram said it will not take a cut of the delivery orders.

The function first launched in the United States and Canada early last month and is expected to expand into other countries.

As the coronavirus outbreak has created a surge in demand for non-contact services, social media platforms are trying to use their vast networks to enter Korea's 12 trillion won ($9.8 billion) e-commerce market.

TikTok, a social media platform for sharing short videos, gave certain users the option to add links to videos for e-commerce purposes last November. The links are added on to videos shared through its platform, which will direct users to the website for purchase.

BY KANG JAE-EUN [kang.jaeeun@joongang.co.kr]