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Nordstrom is linking its Instagram page to its online shopping site to make it easier for Internet surfers to spend money with the retail giant.

By using a tool developed by Curalate, an online marketing company, Nordstrom will enable buyers who see something they like on its Instagram feed to navigate to the site.

The move comes as Nordstrom, like other big brick-and-mortar retailers, follows U.S. shoppers in their mass migration to online sites. The company, one of the first to offer free shipping for online purchases, in 2012 acquired a flash sales website, Haute Look, and this month completed the purchase of Trunk Club, an online personalized shopping site for men.

Direct sales for Nordstrom, which consist mostly of those made at, rose 22 percent in the last quarter, even as revenue from the company’s physical stores declined.

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Instagram, a site designed for photo sharing, is attractive to fashion retailers because it’s rich in images and has a high engagement rate with visitors.

Ángel González: 206-464-2250 or On Twitter @gonzalezseattle

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