Instagram Shop is a huge opportunity for any brand looking to sell products on Instagram.

With Instagram Shop, brands can curate a list of shoppable products that are directly accessible through their Instagram profile — and benefit from a ton of product discovery opportunities.

Here’s everything you need to know:

What is Instagram Shop?

Instagram Shop offers a way for businesses to showcase their product catalog and reach new customers on Instagram. 

Brands can curate a list of shoppable products that are directly accessible through the “View Shop” button on their Instagram profile page. 

Brands with Instagram Shop can also be featured on the Instagram Shop tab — a new shopping destination accessible from Instagram’s main navigation menu.

Instagram Shop is a streamlined way for users to discover shoppable products on Instagram, with the option to “Browse Shops,” “See Editors Picks,” “Explore Guides,” and “Shop Collections.” 

Plus, Instagram Shop helps users discover products they’re more likely to actually buy — all based on previous engagement and the posts and brands people follow.

How to Set Up an Instagram Shop 

Setting up an Instagram Shop is easier than you might think. Here’s a step-by-step guide to help you get started:

Step 1. Make sure that you’re eligible for Instagram shopping.

Can you answer YES to each of these questions?

• Is your business located in a supported market?
• Does your business sell physical goods?
• Does it comply with our commerce policies?
• Is your Instagram account a business account?
• Is your account connected to a Facebook Page?

All yes? All good.

Step 2: Convert to a Business or Creator Account

Before you can set up an Instagram Shop, you’ll need to switch to a Business account. 

Once you have a Business account, you can add in relevant business information, such as opening hours, business address, phone number and a link to your website.

Step 3: Connect to a Facebook Page

Next up, follow these steps to link your Instagram business account to a Facebook Page:

1. Go to your business’s Instagram profile
2. Select “Edit profile”.
3. Under the “Public business information” section, select “Page”
4. Choose a Facebook Page from your Pages that you’d like to connect with.
5. If you don’t have a Facebook Page, select “Create a new Facebook Page”.

NOTE: Facebook Page Shop is not required, only a Facebook Page.

Step 4: Upload Your Product Catalog

Instagram Shop requires you to have a product catalog, which is a list of all your products, inventory, and descriptions. 

There are two ways to connect a product catalog to your Instagram business account:

1. Catalogue Manager (The “do it yourself” method found within Facebook Business Manager). Note: If you want to use product tags and stickers (you probably do), choose an e-commerce catalogue.
2. E-commerce Platform Partner A little help never hurts. If setting up the catalogue feels daunting, our certified partners can lend a hand.

Step 5: Account Review

Once you’ve connected a product catalog to your Instagram, you will need to submit your account for review by following these steps: 

1. Go to your business’s Instagram profile and tap the menu icon
2. Select “Settings”.
3. Sign up for shopping
4. Follow the steps to submit your account for review.
5. Visit “Shopping” in your “Settings” at any time to check your status.

NOTE: Account reviews typically take a few days but sometimes can take longer.

Some businesses may be notified that additional information is necessary to prove ownership of your website domain. If you receive this notification, follow these steps to complete a domain verification process to submit your account for review.

Step 6: Turn On Shopping

Once your account is approved, you can turn on shopping features. 

1. Go to your business’s Instagram profile and tap the menu icon.
2. Select “Settings”.
3. Tap “Business” and then tap “Shopping”.
4. Select the “product catalogue” that you want to connect to your account.
5. Select “Done”.

NOTE: If you don’t see Shopping in your settings, your account is probably still under review or hasn’t been approved for Instagram Shopping.

Your Instagram Shop will automatically appear on your Instagram profile page. 

Step 7. Take a look at your shopping Insights.

Visit the Insights tab in your profile to see how your shopping posts and stories are performing. These insights can tell you more about what your customers might want, so you can offer more relevant products.

How to Sell on Instagram 

Once you’re set up Instagram Shop, a new “View Shop” button will appear on your business’s Instagram profile page. 

From here, visitors will be able to browse your products, tap to find out more, and shop. 

You will also be able to start tagging products in your feed posts, Instagram Stories, IGTV videos, Reels, Guides, and Live broadcasts — opening up a ton of new e-commerce opportunities! 

Plus, businesses with an Instagram Shop can add a “swipe up” link that directs viewers to their shop — even if they don’t have 10K followers yet.

Using an Instagram planning and scheduling tool is one of the best ways to get ahead of your strategy, identify opportunities to make sales, and analyze your performance — all from one easy to use dashboard!