Shopping on Instagram

Overview

This feature is only available to businesses in these markets. At this time, checkout is only available to customers in the US and a select number of businesses.

Instagram Shopping gives your business an immersive storefront for people to explore your best products. With Instagram Shopping, you can share featured products through your organic posts and Stories, or have people discover your products in Search & Explore.

When someone taps a product tag on your post or a product sticker in your story, they'll be taken to a product description page where they will 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

Here are examples of what a shopping post and story look like on Instagram:

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Your Instagram account must be in an available market in order to tag products. If your account is located outside of an available market or a VPN or proxy service was used to set up Instagram Shopping outside of an available market, you may lose the ability to tag products.

If your business or creator account is in a market that is listed below and follows these requirements, you can be reviewed and approved for Instagram Shopping.

All Eligible BusinessesManaged Clients
NAUnited States, Canada
LATAMBrazil, Argentina, Mexico, Peru, Uruguay, Paraguay, Ecuador, Panama, Puerto Rico, Dominican Republic, Belize, Bolivia, Costa Rica, French Guyana, Guatemala, Guyana, Martinique, SurinameChile, Colombia, Guadeloupe
EMEAUnited Kingdom, France, Germany, Italy, Spain, Sweden, Netherlands, Switzerland, Ireland, Belgium, Austria, Malta, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, South Africa, Reunion, Mayotte, Morocco, Estonia, SlovakiaEgypt, Israel, Turkey, Algeria, United Arab Emirates, Lebanon, Saudi Arabia
APACAustralia, New Zealand, Korea, Japan, SingaporeHong Kong, India, Indonesia, Philippines, Taiwan, Thailand, Malaysia

If you’re temporarily located outside of an available market (such as for travel), you may also lose the ability to tag products. It may take up to 2 weeks for your account to regain access.

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This feature is currently available to approved businesses in these markets.

To use Instagram Shopping, your Instagram account and business must fulfill the following requirements:

  • Comply with our merchant agreement and commerce policies. Your business must comply with our merchant agreement and commerce policies.
  • Have an Instagram business account. Your Instagram account must be converted into a business account.
  • Have a connected Facebook Page. Your Instagram business profile must be connected to a Facebook Page. Facebook Pages with the Message to Buy payment option will need to delete and create a new Shop with another payment option before they can use Instagram Shopping. Please note that country or age restrictions on your Facebook Page will not carry over to your Instagram account.
  • Primarily sell physical goods. Your Instagram account must be a business that primarily sells physical goods. We are continuing to test this feature and hope to expand availability to more accounts in the near future.
  • Have your business account connected to a Facebook Catalog. Your business account must be connected to a Facebook catalog. This can be created and managed on Catalog Manager or Business Manager on Facebook, or through Shopify or BigCommerce platforms.

Once you fulfill the above requirements, your can submit your account for review. Go to your profile's settings, tap Business and tap Instagram Shopping. Follow the steps to make sure everything is all good to go and submit your account for review. Usually the process takes a few days, but sometimes it can take longer.

If you've been approved, you will receive notifications from Instagram and complete set-up in Shopping in Settings to start tagging products in your posts and stories. You can visit Shopping in Settings at any time to check your review status.

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Catalog Set Up

This feature is currently available to approved businesses in these markets.

To use Instagram Shopping, you will first need to upload your products in a catalog and connect it to your Instagram account. Once you've done that, you can submit your account for review from Shopping in Settings.

Here are three ways to connect your catalog with your Instagram business account:

  • Use an ecommerce platform. If you use Shopify or BigCommerce, you can choose to set up a shop on Facebook directly through those platforms.
  • Use Catalog Manager. This option is best if you plan on connecting to an existing catalog you already manage or have access to. You can also create a new catalog in Catalog Manager.

Things to keep in mind

  • Deleting products from your catalog. When you delete a product from your catalog, it will remove the ability to feature that product on Instagram. You'll also lose insights for the associated tag that's been deleted.
  • Switching catalogs. If you switch the catalog you are using with Instagram Shopping, your existing product tags won't be moved, deleted or changed. You can switch the catalog you want to use in your Business Settings.
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This feature is currently available to approved businesses in these markets.

After checking that your business is eligible, you can host your products in a catalog in order to be reviewed for product stickers and product tags. This can be done in a couple of ways, but if you work with a Facebook Partner- this option may be the best for your business.

Before you begin

  • Make sure your business sells physical goods that comply with our merchant agreement and commerce policies.
  • You must have a business account on Instagram that is connected to a Facebook Page you manage.

Use a partner to setup Instagram Shopping

To use a shop on Facebook through Shopify or BigCommerce:

  1. Add a shop on Facebook through Shopify or BigCommerce.
  2. Make sure the Facebook account connected to Shopify and BigCommerce is the same as the account connected to your Instagram professional account.

After you've set up your shop and connected your Instagram account, you can submit your account for review. Go to your profile's settings, tap Business and tap Instagram Shopping. Follow the steps to make sure everything is all good to go and to submit your account for review. Usually the process takes a few days, but sometimes it can take longer.

If you've been approved, you will receive notifications from Instagram and complete set-up in Shopping in Settings to start tagging products in your posts and stories. You can visit Shopping in Settings at any time to check your review status.

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Create

This feature is currently available to approved businesses in these markets.

Before you begin

  1. You must be approved for Instagram Shopping and completed setup before being able to tag products in your posts.

Add product tags to your Instagram posts:

To tag products in your posts:

  1. Select a photo or video and add a caption, effects and filters.
  2. Tap the products in the photo that you want to tag. For videos, a tray will appear where you can select up to five products you want to tag.
  3. Enter the names of the products you want to tag, then select them as they appear in the search box.
  4. Tap Done.
  5. Tap Share.

To preview posts or save a draft of a post, click Preview Tagged Products or Save Draft. You can tag products in both new and existing posts from your Instagram professional account. You can tag up to 5 products per single-image post and video posts, or 20 products per multi-image post.

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This feature is currently available to approved businesses in these markets.

After you've been approved and competed set-up in Shopping in Settings, you can start tagging products in your posts and stories.

Before you begin

  1. You must be approved for Instagram Shopping and finished the setup, before being able to add product stickers to your stories.

Add product stickers to your Instagram stories

To add product stickers in your stories:

  1. Select a photo or video to upload to your story
  2. Select the product sticker from the sticker tray
  3. Select the product from your catalog that you want to feature
  4. Move the product sticker to where you would like it to appear on your story. Note: If you would like to edit your product name, you'll change it in your product catalog before adding the sticker. Text color of the product sticker can be changed by tapping the sticker .
  5. Share your story

For stories, 1 product sticker can be added per story. You can use the sticker with swipe-up, highlights, and videos.

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Manage

When you tag products on your posts and add product stickers on your stories, you'll be able to view insights on how people interact with your shopping content. This set of insights measures how often people view and interact with products tagged in a post or with a product sticker in a story.

  • Product Views: The total number of times people tapped on the product tag to view the product page.
  • Product Button Clicks: The total number of times people tapped on the purchase button on the product page.

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You can edit or delete products you've tagged in image and video posts on Instagram.

Edit or Remove Product Tags from your Posts

To edit a product tag:

  1. Go to the post that has product tags you want to move
  2. Tap (Android) or (iPhone)
  3. Tap Edit
  4. Tap
  5. Drag the tags from their current location to where you want
  6. Tap Done

To delete a product tag:

  1. Go to the post that has product tags you want to delete
  2. Tap (Android) or (iPhone)
  3. Tap Edit
  4. Tap
  5. Tap the tags you want want to delete and they'll disappear
  6. Tap Done

To delete Shop from your profile:

  1. Go to your product catalog that is connected to your Instagram Account. This can be accessed from Business Manager or Catalog Manager.
  2. Delete all the products that are tagged from that catalog.
  3. This should remove the shop tab from your profile.

Things to keep in mind

  • Deleting Products from your Catalog. When you delete a product from your catalog, it will remove the ability to feature that product on Instagram. You'll also lose insights for the associated tag that's been deleted.
  • Switching Catalogs. If you switch the catalog you are using with shopping on Instagram, your existing product tags won't be moved, deleted, or changed. You can switch the catalog you want to in your Business Settings
  • Out of Stock Products. If a product is out of stock, the associated product tag will be removed. Currently, the product tag won't reappear when the product comes back into stock.
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For products that you feature in your Instagram Stories, you can't edit them after the story has been published.

Edit or Remove Product Stickers from your Stories

To edit or delete product stickers in stories:

  1. Go to the story that has the product sticker you want to edit or delete
  2. Tap (Android) or (iPhone)
  3. Tap Delete. If you'd like to edit the product sticker in your story, you'll have to share the photo again and then make your changes.

Things to keep in mind

  • If you delete a product from the catalog you are using with shopping on Instagram, the associated tag will be removed from any Instagram posts the product is tagged in. You'll also lose insights for the associated tag that's been deleted.
  • If you switch the catalog you are using with shopping on Instagram, your existing product tags will not be moved, deleted, or changed. You can switch the catalog you want to use with your shopping posts by going to Shopping under Settings in your Instagram app.

If you're looking for how to set up shopping for your Business on Instagram, check out this step by step guide.

Things to keep in mind

  • Deleting Products from your Catalog. When you delete a product from your catalog, it will remove the ability to feature that product on Instagram. You'll also lose insights for the associated tag that's been deleted.
  • Switching Catalogs. If you switch the catalog you are using with shopping on Instagram, your existing product tags won't be moved, deleted, or changed. You can switch the catalog you want to in your Business Settings
  • Out of Stock Products. If a product is out of stock, the associated product tag will be removed. Currently, the product tag won't reappear when the product comes back into stock.
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Advertising

With Instagram Shopping, businesses can tag products directly in their posts, making the shopping experience easier and more enjoyable. As part of our continued investment in building the best shopping experience, we are now giving shopping businesses the ability to run their existing shopping posts as ads, providing the same experience to their broader target audience. Shoppers that tap on these ads will be taken to a product description page within Instagram and can proceed to purchase from the business’ mobile site.

  • Lean into a growing shopping behavior. Instagram has introduced features like product tags in shopping posts and product detail pages that make it easier for people to find information for products that they discover on Instagram. Advertisers can now lean into this growing behavior.
  • Scale your presence. You can use our ads system to reach your target audience at scale with content that is easy to shop.
  • Repurpose existing media. You can create ads from the shopping posts you have already shared on your business profile, and repurpose media that has performed well organically.
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Instagram Shopping lets businesses tag products directly in their posts to make it easier for people to discover and engage with products. Advertisers can now use Shopping posts as ads for campaigns created in Ads Manager. Shoppers that tap on these ads will be taken to a product description page within Instagram and can proceed to purchase from your business’ mobile site.

When you run a Shopping post as an ad, the ad will show the products that were original tagged in the organic media.

Before you begin

  • Choose an existing Shopping post to run as your ad creative. OR
  • Create an organic Shopping post in the Instagram app by tagging products from your catalog.
  • You can use a single image post or carousel for your Shopping Ads.

Run a Shopping Post as an Ad

To run a Shopping post as an ad:

  1. Go to Ads Manager.
  2. Select +Create
  3. Choose an objective (brand awareness, reach, post engagement, link click, conversions are available for Shopping posts).
  4. Select an audience.
  5. Select Edit Placements and select Instagram Feed as the only placement.
  6. At the ad set level, select Use Existing Post.
  7. Choose the Shopping post you’d like to run as an ad.
    • Note: Only single image Shopping posts can be used; carousel, branded content or video posts are not supported to run as ads at this time.
  8. Finish the details for your ad and select Continue.

You’ve now set up a Shopping post as an ad. You can track the performance of your campaign the same way you’d measure other campaigns.

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To advertise your Instagram shopping posts, your business and ad set up need to meet some requirements. You must:

  • Have Instagram Shopping already set up. Only businesses that have completed set up and are approved for Instagram Shopping are eligible to run their shopping posts as ads.
  • Use an existing post. Advertisers must select an organic shopping post that has that has never been run as an ad through "use existing post" functionality beforehand. At this time, you can only use single image posts as ads. Video, carousel or branded content posts are not supported.
  • Create the ad in Ads Manager. You can only use Ads Manager to create ads from shopping posts. At the ad set level, you’ll be able to select Use Existing Post and choose an existing shopping post from your business’s Instagram handle.
  • Select Instagram Feed as the only placement. Shopping Posts can only run as ads with tags in Instagram feed. If other placements are selected, your ad will render on those other placements without product tags but will contain a call-to-action button to your business’s website.
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Troubleshoot

These instructions are for accounts that have already been approved for shopping but are experiencing issues adding certain products to their profile or shop. For accounts that have not been approved for shopping, please review our business approval requirements.

If we become aware of any possible violations to our Commerce Policies, we may delay or take down your product(s) or collection(s). Usually, the review process only takes a few seconds, but sometimes we may need to review the product in more detail, which could take longer.

If products in your posts or shop are pending: It's likely that your product goes against our broad-level policy. Review the product(s) in your catalog or collection(s) in the Commerce Manager to make sure it complies with our Commerce Policies. If certain products in your catalog have been rejected, but you think they do comply- contact support.

If products on your posts, in your shop or collection are not approved:It's likely that your product goes against our broad-level policy. Review the product(s) in your catalog or collection(s) in the Commerce Manager to make sure it complies with our Commerce Policies. If certain products in your catalog have been rejected, but you think they do comply- contact support.

If your collection is pending: Your collection is currently being reviewed. You’ll be able to see the collection, but it will not be visible to buyers who view your shop. You’ll only be able to use the swipe up feature for an approved collection.

If your collection is not approved: We review the products in your collection but we also review the title, description and hero page you’ve selected for that Commerce Manager. You can edit these details in Commerce Manager.

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This feature is currently available to approved businesses in these markets.

Before you begin, ensure:

  • Your account has been approved for Instagram Shopping
  • You have set up product tagging on your Instagram Business or Creator account
  • You have the latest version of the Instagram app

If you fulfill the above requirements and see “No Products Found” after you tap Tag Products in the post creation flow follow these instructions:

  • If you are using a shop on Facebook through Shopify or BigCommerce: Ensure the Facebook account connected to those platforms is the same as the one connected to your Instagram professional account
  • If you are using a catalog on Business Manager: Ensure the Business Manager owns (not simply have access to) the Facebook Page linked to your Instagram professional account. The Business Manager must also own or have access to the catalog. You can't transfer ownership of a Page to another Business Manager. However, if a business removes a Page, it'll be available to be added by another business. To add a Page, you must also be an Admin on the Page. If you aren't an Admin on the page, you'll have to request access to it.
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If you are unable to locate the correct catalog in your Business settings for shopping, it may be due to the following:

  • Your Instagram account is not connected to the correct Business Manager that owns the catalog you'd like to connect to. To resolve this issue, you must go to the business manager that owns the correct catalog, and assign your business manager as a partner. Learn More.
  • Your Instagram account does not have a role assigned to the Catalog in Business Manager. To resolve this, you'll need to request the admin of the business manager you need access to to give you admin access. Learn More.
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