It makes sense for Walmart to capitalize on a subscription model with premium member benefits for its online division. They are the logical disrupter there. But eCommerce growth as a result of the pandemic is inspiring many other companies to throw their hats into the DTC game in what seem to be more dramatic pivots.

Instagram, for instance, is starting a small global test of the Instagram Shop tab. Users will be able to shop from top brands and creators via a new tab in the app’s main navigation bar. Instagram had previously been testing the Shop experience in the U.S., but the change is now being expanded worldwide. Instagram Shop will feature collections from @shop, alongside selections from the user’s favorite brands. It’s expected to arrive later this year, but an exact date has yet to be determined. The new Shop experience will have a different layout than what’s available today through Instagram Explore.