Shopping tags on Instagram feature products from your catalog, collections or promotions, and direct customers to purchase those products from your website or the Instagram app.

Shopping tags can be added to Instagram Reels, Stories, image and video posts. Businesses can grant permission for everyone or only approved branded content partners to tag products from their shop.

You can manage how people use your product tags on their Instagram posts by controlling who you allow to tag your products and removing tags from a feed post or Instagram story. By enabling people to tag products from your brand in their Instagram post or story, shoppers can find products more easily from people that they trust.

Note: While you're no longer able to add product mentions and hyperlinks in captions and profiles, any product mentions in captions and profiles you've previously added will still appear. Hyperlinks that were added are removed. Learn how to add shopping tags to Instagram posts

For businesses, shopping tags are an opportunity to:

You can also use a third-party platform to tag products in feed posts on Instagram, but you can't add product tags on Instagram Stories, Reels and mentions. Contact your third-party platform directly with any issues, like if your post fails to publish or if it publishes without product tags. Learn how to import and manage items in your catalog from a partner platform.

We’ve implemented additional controls to protect the integrity of shopping on Instagram. While we encourage everyone to tag products, they must have an active account, be over the age of 18, and not have been reported for repeated Instagram policy violations. We’re also ensuring that people don’t interact with potentially harmful or duplicate catalogs by providing eligibility to businesses with a good account health status.