He's not really proposing Instagram to go in this direction at all. He's just using their UI as an example of how one could do commerce for mobile devices.
But using Instagram as an example is a bit too far fetched. Instagram didn't grow because of their browsing UI, but because of their publishing UI and its end result.
But using Instagram as an example is a bit too far fetched. Instagram didn't grow because of their browsing UI, but because of their publishing UI and its end result.