Instagram Help Center

Instagram Shopping is a set of features across Instagram that let people shop your photos and videos. It gives your business an immersive storefront for people to explore your best products.

This includes:

• Shops: A customizable storefront that lets people shop directly on business profiles.
• Shopping Tags: Tags that feature products from your catalog that can direct customers to purchase those products from your website or in app.
• Shop in Explore: A tab in Explore that lets people browse tagged shoppable content from brands and creators.
• Collections: A set of products that businesses can curate for their shop to help customers find the products they love.
• Product Detail Page: A product focused page that showcases relevant information of an item, such as pricing and product descriptions. These details are pulled from your product catalog.
• Shopping Ads: Businesses can use shopping ads to boost existing shopping posts in Ads Manager, increasing the reach of their shoppable content.

For businesses that use Checkout on Instagram, you can also use:

• Shopping from Creators: A set of tools that lets your business partner with other accounts on Instagram to increase the reach of your products.
• Product Launches: A way for businesses to announce their product launches on Instagram, where people can preview details and set reminders to purchase as soon as it’s available.

At this time, Checkout on Instagram is available to a select number of businesses in the US. Learn more on the Instagram for Business website.

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

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.

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.

In order to sell on Facebook Commerce surfaces as a business, your Facebook account and Page or your Instagram professional account must meet the following requirements:

Failure to satisfy these requirements at any time may lead to loss of access to Facebook Commerce surfaces, Commerce features, or may lead to your account being disabled.

Facebook Commerce surfaces include, but are not limited to, Facebook Shops, Facebook Page Shops, Marketplace Stores, Live Shopping, and Instagram Shopping.

Businesses and creators can add product tags to Instagram Posts.

You can tag products in both new and existing posts from your Instagram professional account. When you share a post with product tags on Instagram, you can also share the same post on Facebook with product tags. You can do this by toggling Facebook before posting.

All products are reviewed and approved per Facebook’s Commerce Policies.

Businesses and creators can add product stickers to Instagram Stories.

Businesses and creators can tag products when they create reels on Instagram.

Businesses and creators can tag products in their IGTV content.

Checkout-enabled businesses and creators can tag products when they go live on Instagram.

Tag Products in Live on Instagram

Checkout-enabled businesses and creators can mention products in their Instagram captions.

Checkout-enabled businesses and creators can mention products in their Instagram bios on their profile.

Businesses and creators can add swipe up to “View Product” to Instagram Stories.

Businesses and creators can add swipe up to “View the Collection” to Instagram Stories.

Businesses and creators can add swipe up to “View Shop” to Instagram Stories.

Commerce Manager is a platform to manage your catalog and sales on Facebook and Instagram.

Anyone can use Commerce Manager to create and manage a catalog, which holds all the items you want to promote on our platforms. You don’t need a shop to use Commerce Manager. However, if you sell physical products, you can choose to set up a shop on Facebook, Instagram or both. This creates a commerce account for you and unlocks additional tools in Commerce Manager.

Note: You can only select one catalog to connect to your shop. You can continue to edit this catalog but you can’t switch it to a different catalog later. Learn about best practices for using one catalog.

When you set up a shop, you can choose where you want customers to complete their purchases:

• On your website
• Directly on Facebook or Instagram with checkout
• With a direct message

After you’ve set up a shop, you can use Commerce Manager to:

• Manage and customize your shop and featured collections
• Get insights about customers and popular items

If your business is enabled for checkout on Facebook or Instagram, you can also use Commerce Manager to:

• View payouts, manage finances, fulfill orders and process returns
• Offer Purchase Protection to customers
• Use Inbox to respond to customer messages
• Review your delivery and customer service performance

Learn more

• Navigate Commerce Manager
• About Catalogs
• Set Up Facebook Shops in Commerce Manager

Benefits

• Once a customer enters payment and shipping info for a purchase on Facebook or Instagram, we remember their payment information so they don't need to re-enter it each time they want to buy something. They also don't need to create any new accounts to complete a purchase.
• We store payment information securely. With their protected payment info in one place, customers can complete purchases without needing to log in to a different website.
• We have policies that help keep businesses and inventory on our platform high quality. We review every product for sale to ensure the quality of listings and limit products that violate our policies.
• We ensure that images and descriptions for each product are consistent, which lets customers have a good experience with your business on our platforms.

You can use Commerce Manager to manage a catalog containing all the items you want to promote on Facebook and Instagram. You can also set up a shop, which unlocks additional Commerce Manager tools for selling physical products.

Go to Commerce Manager to view the shops and catalogs you have access to or create a new one. If you don’t see your shop or catalog, you might need to choose a different Business Manager account. Click the dropdown in the top-left corner to switch accounts. You can also click next to a catalog to mark it as a favorite so that it appears at the top of the list the next time you visit.

Click on a shop or catalog to manage it. You can use the following tools in Commerce Manager:

• Overview: See an overview of your catalog, issues to fix and suggested actions. If you have a shop, you’ll also see a summary of your sales activities.
• Catalog:

  • Items: View the items in your catalog.
  • Sets: Create and manage sets of items in your catalog. You can use sets to run ads or to feature as collections in a shop. Learn more about sets.
  • Issues: View any problems with your catalog and learn how to fix them. Learn how to use the Issues tab.
  • Data Sources: Data sources supply information about your items to your catalog. You can have multiple data sources but they must all contain different items. Here, you can add items, see your data sources, update them and manage their settings.
  • Events: Manage your catalog's connections to events data sources, like Facebook pixels or app SDKs. You must connect a pixel or app SDK to your catalog to run dynamic ads.
• Shops: Set up and customize Facebook Shops, a unified digital storefront to sell items on Facebook and Instagram. This tab appears if you sell physical products.
• Ads: Explore ways to advertise items in your catalog and follow steps to set them up.
• Insights: This tab appears if you have a shop. Use it to get performance insights on your sales, items and more.
• Settings: Edit settings for your catalog. If you have a shop, you can also change certain commerce settings.

To switch between Business Manager accounts at any time, click the dropdown in the top-left corner of Commerce Manager. To switch between shops and catalogs owned by that business, click the second dropdown directly underneath it.

Checkout tools in Commerce Manager

Checkout allows customers to buy items directly from your shop on Facebook or Instagram. If your business is enabled for checkout, you can access additional tools in Commerce Manager:

• Orders:

  • Orders: See customer orders that are pending, waiting to be shipped or completed.
  • Returns: Accept return requests from customers, cancel requests and issue refunds.
  • Disputes: See any disputes that customers have opened.
• Payouts: Find payout information and download financial reports and tax forms.
• Inbox: Read and respond to customer messages.
• Account Health: See an overview of your delivery and customer service performance.
• Education: Learn about seller responsibilities, find answers to common questions or contact support.
• Settings: Edit additional commerce settings for your bank and tax information, order fulfillment locations, shipping profiles and return policy.

Learn more

• About Commerce Manager
• About Catalogs
• Create a Catalog

You'll only be able to feature products from brands that have approved your access to their products.

To tag products in your posts:

1. Create a new post.
2. On the screen where you add a caption, select Tag Products.
3. Choose a brand that you'd like to feature products from.
4. Search for the product you'd like to tag.
5. When you're ready to post, select Done.

You can feature products in all types of posts: photos, videos, and multi-media posts. If you're tagging a product from a business partner or branded content partner, please be sure to use the branded content partner tag.

Note: You can only feature up to five products in one post for a single brand.

You'll only be able to feature products from brands that have approved your access to their products.

To tag products in your stories:

1. Create a new story or select a photo or video to upload to your story.
2. Tap the add sticker button at the top of the screen.
3. Select the product sticker from the sticker tray.
4. Select the product from your catalog that you want to feature
5. Move the product sticker to where you would like it to appear on your story.
6. Share your story.

You'll only be able to feature products from brands that have approved your access to their products.

We recommend letting your followers know that they can reach out to the merchant's customer support channels if they have any issues with their order. If they're specifically experiencing Instagram related issues, please share that feedback in the comments section below. Once you rate this article as helpful or not helpful, you'll be able to add your comments.

If you are having issues with Instagram or need additional help, please use our 1:1 support channel. Note: If you're unable to reach support, you can also share your feedback by marking if this article was helpful or not and sharing your feedback below.

To give accounts access to your products:

1. Go to your profile and tap
2. Tap Settings.
3. Tap Business.
4. Tap Shopping.
5. Tap Approved Accounts.
6. Tap Add Account and search the account username you'd like to add.
7. Tap Add.

The account you selected will now have access to tag your products in their posts and stories.

To view shopping insights on a creator's post:

1. Go to the post.
2. Tap View Insights.
3. Swipe up the tab to view product insights on your product tag.

You'll be able to see a post's product insights as well as post engagement.

If you’re having trouble adding an account to tag your products, it could be because of the following:

• The account is not using a Professional Account. Creators will need to be using a Business or Creator account on Instagram to tag products.
• The account doesn’t meet our Eligibility Standards to use promotional tools. Creators will need to meet our requirements to be able to use Shopping from Creators or Branded Content.
• The account’s settings are otherwise incompatible with this feature. For example, if a creator has restricted access to their account for a particular business, it will prevent them from using promotional tools with that business.

When a creator tags your product in your post you'll be able to see the following insights for each product:

• Product Views: the number of times a follower tapped the product tag to view the product page on a creators post or story.
• Product Button Clicks: The total number of times people visited a product page from this post and then tapped the button on the product page.

The creator can see these insights as long as their post or story has a product tag. This is true even if you remove the creator from your list of approved accounts. To remove their access to these insights, remove the product tag.

Note: If you're using a third party platform, you can check the insights on that platform (for example, product analytics on Shopify).

Creators will only be able to feature products that are in your checkout enabled catalog and that have already shared on Instagram. This means that they will only be able to tag products that users can check out on Instagram with.

To remove a product tag from a creator's post:

1. Go to the post that you'd like to remove the product from.
2. Tap the product tag.
3. Tap Remove Product from Post.

Why can't my creator find my product to tag?

If your creator isn't able to find a product, it usually relates to issues with your product catalog.

• The product may be in review or rejected. Whenever a new item is added to your catalog, it has to be reviewed before it can be tagged on Instagram. This may take a couple of hours from when you first uploaded the product.
• Product hasn't been shared on Instagram yet. Creators will only be able to tag products that are in your business' checkout-enabled catalog. Please check that they are trying to tag an item that has already been shared by your business and is part of your checkout catalog.

Only users from the US will be able to see the product tags on creator posts.

Businesses and creators can tag products when they create reels on Instagram.

Businesses and creators can tag products when they go live on Instagram. Once your Live Shopping video ends, you can share a replay of it to IGTV. People can find and view your live video with the tagged products replays on IGTV.

Businesses and creators can tag products when they create IGTV content on Instagram. Viewers will be able to buy or save products added to the shopping video.

Benefits of featuring products on IGTV:

• Drive consideration: You can use shopping on IGTV to show people how to use a product, provide a product review or recommendation, and/or answer questions from your audience. You can use sound, editing, and graphics in your IGTV to bring your favorite products to life in a way that really draws in viewers.
• Feature new products: Shopping on IGTV provides an inspirational, immersive and entertaining way to share your favorite products with your audience through shoppable product tags. Additionally, the longer format of IGTV allows you to share more about the products you love in a creative way that helps turn that viewer into a buyer.
• Collaborate with creators: Businesses and creators can use shopping on IGTV to drive sales for merchandise or product collaborations. Your business and creator must be approved to use Shopping from Creators.

Businesses and creators can tag products in their IGTV content.

All products tagged on IGTV are reviewed and approved per Facebook’s Commerce Policies. If we become aware of any possible violations of our commerce policies, we may delay or remove product(s) from your IGTV. 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.

• Pending Products: If a product in your IGTV is pending, then it's currently being reviewed. You'll be able to see your tag and its status, but people who view your IGTV won't see the product tag until it's approved.
• Multiple Tagged Products: Each product goes through the product approval system independently, so some products may finish the review process sooner or later than others.

For a product to be eligible to be added to a live video, it must be an approved product that’s available to buy directly on Instagram. It should be a product or collection that:

• Has been already added and approved for the shop
• Has been added in a post or story on Instagram
• Has been recommended to a creator in Commerce Manager

All products are reviewed and approved per Facebook’s Commerce Policies.

If you’d like to remove a post from your Shop, there are two ways to do so:

• From the post, or
• From the Product Detail Page.

To remove from the post:

1. Navigate to the post you are interested in removing.
2. Tap the (iOS) or (Android) icon to open the options menu.
3. Select Remove From Shop.

To remove from the PDP:

1. Navigate to the product page of the specific product.
2. Tap the post.

You’ll follow the same directions listed above. This will remove the post from all shopping surfaces.

Sellers that use Instagram Shopping can now request to use posts from public accounts in which their business has been tagged. When a creator grants a brand permission to use their post, sellers can tag a product and the post will be shown on the product page for the product, Instagram Shop and Shops storefront.

If you’re receiving an error message upon making a request, it may be due to the following:

• User has previously declined the request
• Media does not comply with our Commerce Policies
• Media features multiple brands
• Media is already featured in another brand's shop
• Media is from a private user’s account
• User has requested not to be featured in shops
• Media requested has product tags and is already associated with a product.

To troubleshoot you may want to, check the status of a request:

1. Tap .
2. Tap .
3. Tap Settings, then tap Business.
4. Tap Shopping.
5. Tap Community Content.

You can view the status of a post or cancel a request at any time.

If the original content creator does not approve the request, then brands will receive a notification that their request has been denied. In this case, the post will not be associated with the product, and will not appear on any Instagram shopping surfaces. Posts that have declined permissions are not eligible to be requested again.

Sellers that use Instagram Shopping can now request to use posts from public accounts in which their business has been tagged. When an account grants a brand permission to use their post, sellers can tag a product and the post will be shown on the product page for that product, Instagram Shop and Shops storefront. The permission requested through the Community Content feature explicitly grants use on Instagram shopping surfaces only. This does not grant permission to use this content on any surface outside of Instagram Shopping.

With Instagram Shopping, your brand can showcase your products across a variety of surfaces. Community Content is a feature that allows businesses to associate content that they've been tagged in with specific products, and feature this across shopping surfaces like, Product Pages, Shops and Shops storefront. Community Content brings authentic lifestyle imagery created by the community into the Shopping experience, helping people feel confident in making their purchase.

For businesses using Buy on Instagram, you can use Commerce Manager to set up a product launch on Instagram.

The product launch feature allows you to tag and build awareness around product(s) that will become available for purchase in the future. This gives your audience a differentiated shopping experience and rewards followers who stay up to date on your latest content.

When you set up a Product Launch on Instagram, people can learn more about your product(s) through the following:

• Stories. People can tap a product launch sticker to set a reminder or see product details.
• Feed. People can view product launch tags that show the launch date, and tap to see product details and to set a reminder.
• IGTV videos. People can set reminders for your pinned launch product(s).
• Reels. People can set reminders for launch products featured in your reel.
• Live broadcasts. People can set reminders for your pinned launch product(s). An hour before launch, a countdown will be displayed to your viewers. At launch time, a confetti effect will display to announce your launch and the countdown will change into an “Add to Cart” button.
• Product details. People can preview products and set reminders for the launch.
• Push reminders. When you set up your product launch, some of your followers may receive push notifications announcing the launch. People who sign up for reminders (using the product launch story sticker, or on the product details page) will receive push notifications 24 hours and 15 minutes before your product launch.
• Creators. Creators can tag the products featured in your product launch after receiving approval from your business.

After you’ve launched your product on Instagram, it will remain in your Instagram shop and tagged in posts.

Note: Product launches encourage shoppers to make purchases as soon as your products are available. To generate additional excitement around your products, we recommend setting up your launches to be sold exclusively on Instagram. If your launch is not exclusive to Instagram, there is a risk of overselling your products.

During the launch, your product(s) will be available for purchase only in countries where Buy on Instagram is available. Outside of countries where Buy on Instagram is available, your product(s) will be shown as Not Available for the duration of the Instagram exclusive period.

Product launches encourage shoppers to buy your products as soon as they become available. For businesses, this means that product launches should be set up at least 3 days in advance. When your product launch is set up, you can start tagging your product(s) to generate awareness. When people interact with your product tags, they’ll be able to learn more about your product(s) and set reminders to purchase.

For businesses using Checkout on Instagram, you can set up an exclusive product launch to release new products on Instagram. You also can add creators as approved accounts to tag your new products.

To add a creator as an approved account:

1. Go to the Instagram App.
2. Go to your profile and tap .
3. Tap .
4. Tap Business.
5. Tap Shopping.
6. Tap Approved Accounts.
7. Tap Add Account and find the handle of the creator you'd like to add.
8. Tap Add.

You've now added a creator to your approved accounts. You can suggest products to creators to feature. You can also add a creator in Commerce Manager. Once a creator has been added as an approved account, they can tag products the same way as your Instagram account.

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.

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

For products that you feature in your Instagram Stories, you can't edit them after the story has been published.

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.

Ads with product tags drive people directly to a product details page. Shoppers can then make purchases from your business’s website or purchase directly in-app (for businesses that use Checkout on Instagram).

Advertisers can run existing shoppable posts as ads with product tags or create new ads with product tags in Ads Manager. When you run an existing shoppable post as an ad, the ad creative will feature the product tags from the organic post.

To run an existing post as an ad with product tags:

1. 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.
2. Go to Ads Manager.
3. Select +Create
4. Choose an objective (brand awareness, reach, post engagement, link clicks, conversions are available for this format).
5. Select an audience.
6. Select Edit Placements and select Instagram Feed and/or Instagram Explore as the placement.
• You can also select Automatic Placements, in which case your ad will run as an ad with product tags on Instagram Feed and Instagram Explore and as an ad without product tags on all other placements.
7. At the ad level, select Use Existing Post.
8. Choose the shoppable post you’d like to run as an ad.
• You can run a single image, carousel, or video shoppable post as your ad with product tags. Note: businesses must have a product tag on every Carousel image in order for it to be eligible for boosting.
9. Finish the details for your ad and select Continue.

You’ve now set up an ad with product tags. You can track the performance of your campaign the same way you’d measure other campaigns.

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.

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

If items in your posts or shop are pending: It's likely that your item goes against our broad-level policy. Review the item(s) in your catalog or collection(s) in Commerce Manager to make sure it complies with our Commerce Policies. If you believe an item in your catalog was incorrectly rejected, you can request a second review.

If items in your posts, shop or collection are not approved: It's likely that your item goes against our broad-level policy. Review the item(s) in your catalog or collection(s) in Commerce Manager to make sure it complies with our Commerce Policies. If you believe an item in your catalog was incorrectly rejected, you can request a second review.

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 items in your collection but we also review the title, description and hero image you’ve selected. You can edit these details in Commerce Manager.

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.