Instacart (CART) has launched a short-form vertical video feature that allows users to browse and shop meal and recipe content within retailer storefronts on its platform, the company said Monday.

The Immersive Feed feature, currently being tested with selected advertisers, enables consumers to view videos and add featured products directly to their shopping carts, the company said.

Advertisers can use existing vertical video assets or create new content through Instacart's advertising platform, it said.