How do I shop on Instagram?

Purchasing on a seller's website may not be available in every country.

You can shop from sellers you already follow on Instagram or discover new sellers in Instagram Shop.

You can also save products that you're interested in to your wishlist and buy them at a later time.

To shop on Instagram:

  • In Feed and Explore: Tap a post with a to reveal the product name and price. Tap the product photo to view the product page and complete your purchase on Instagram or on the seller's website.
  • In Stories: Tap a story with a product sticker to view the product page and complete your purchase on Instagram.
  • In Reels: Tap View Products at the bottom of a reel, then tap to save something to your wishlist, or tap a product to view the product page and complete your purchase on Instagram or on the seller’s website.
  • In Live: Tap on products pinned to the bottom of a live video to add them to your cart. Tap at the bottom of a live video to see other products from that seller that can be bought on Instagram.
  • In IGTV: Tap at the bottom of an IGTV video, then tap on a product to view the product page and complete your purchase on Instagram or on the seller's website.
  • In Instagram Shop: Tap at the bottom of feed. Explore shops you can buy from on Instagram or on the seller's website. Use the search bar at the top to find sellers and products.
  • In shops on Instagram: Go to the profile of the seller you want to browse. Tap View Shop to browse and buy products on Instagram or on the seller's website. Learn more about how shops on Instagram work.

Note: Only purchases made on Instagram are protected by our Purchase Protection Policy.

How does wishlist work on Instagram?

You can save any product to your wishlist by tapping , and you can move it from your cart to your wishlist to buy later.

Please be aware that sellers can remove products from their shops at any time. If a product is removed from a seller's shop, it will also be removed from your wishlist or cart.

To save a product to your wishlist from a seller's shop:

  1. Go to the profile of any seller with a shop.
  2. Tap View Shop.
  3. Tap next to the product name below a product photo.

To save a product to your wishlist from a product page:

  1. Tap any product photo to view the product page.
  2. Tap .

To move a product from your cart to your wishlist:

  1. Tap instagram-user-profile or your profile picture in the bottom right to go to your profile.
  2. Tap in the top right.
  3. Tap Cart.
  4. Select the cart you'd like to view.
  5. Tap Save for Later on the selected product.

To find your wishlist:

  1. Tap instagram-user-profile or your profile picture in the bottom right to go to your profile.
  2. Tap in the top right.
  3. Tap Saved, then tap Wishlist.

To remove a product from your wishlist:

  1. Tap instagram-user-profile or your profile picture in the bottom right to go to your profile.
  2. Tap in the top right.
  3. Tap Saved, then tap Wishlist.
  4. Tap below the product you would like to remove.
  5. Tap Remove.
Ways to buy on Instagram

You might see different ways to buy something on Instagram. They might appear as posts or stories from the sellers or people you follow, or from an ad. Learn more about how to buy something on Instagram.

Swipe to shop

On some stories, some sellers include a swipe feature that takes you directly to the seller's website to complete your purchase.

Product launches

Sellers or people you follow may post about upcoming product launches for purchase on Instagram. You can set a reminder through a shop’s story about the launch or on the product page to get notified before the product launch. If you set a reminder, you’ll receive a notification 24 hours prior and 15 minutes prior to the launch.

When the product launches, you can checkout without leaving Instagram. To prepare for the launch, you can add your delivery and payment information before the product launches since some products sell out quickly.

What if I have a question about a purchase I made on an Instagram product page?

If you made a purchase on Instagram, learn how to get help with your order.

For questions about a purchase you made through the seller's website, please contact the seller directly.

Learn more about how to report a seller or product on Instagram, what to do if someone on Instagram asks you to buy goods or services from them, and how to avoid scams on Instagram.

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