What is shopping on Instagram?

This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

We are currently testing shopping in stories. If you're in one of the supported countries, this feature may not be available to you yet, but will roll out to you gradually.

Shopping on Instagram gives your business an immersive storefront for people to explore your best products with a single tap.

With shopping on Instagram, you can choose photos you'd like to feature, tag posts with up to five products per image or up to twenty products per carousel, add filters or captions and you're done. You can also save drafts or preview your posts.

Shopping is currently testing in Instagram Stories. Approved businesses using shopping can create up to 3 product stickers per story. Shopping stickers can be created with the product name or shopping icon.

Shopping posts and stories give people access to pricing and product details both within the Instagram feed and through the Shop button on your business profile. By tapping on a post, people can take the next step to learn more about products that inspire them from the brands they love.

When someone taps a tag on your post, they'll see:

  • An image of the product from your post
  • A description of the product
  • How much the product costs
  • A link that takes them directly to your website, where they can purchase the product

You can't promote shopping posts at this time. The ability to tag products in posts is only available in organic posts right now. Learn more about shopping on Instagram.

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