Shopping from Creators

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 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:

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Creator FAQS

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.

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


If you'd like to remove or edit tagged products from your post, you can do so without deleting the post.

To remove or edit products from your posts:

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


If you'd like to remove or edit the product sticker you've added to your story, you will have to delete the story and re-upload.

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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.

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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.

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Business FAQS

To give accounts access to your products:

  1. Go to your profile and tap Menu
  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.

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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.

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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.
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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).

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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.

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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.
When you remove a tag from a post, you will lose any shopping insights related to that tag.

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

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