Complete guide to Instagram Shopping [+ how to boost sales]

If you’ve got a brand or online store and haven’t tried Instagram Shopping yet, it’s time to jump on board. 

Why? 

Instagram has over 1.4 billion active users, with millions logging in daily to discover products, connect with brands, and, most importantly, shop.

Plus, setting up an Instagram Shop is free.

You can showcase your products, tag people in posts, and allow customers to purchase directly through the app—with no upfront costs unless you choose to run paid campaigns.

So, how do you sell on Instagram? It's easier than you might think. In this blog post, we'll walk you through everything you need to kick-start your journey into the fast-growing world of social eCommerce. 

We’ll show you how to set up your IG storefront, link your product catalog, and optimize shoppable posts to boost engagement and sales.

Plus, we’ll share expert tips to help you make the most of this powerful tool.

What is Instagram Shopping?

Instagram Shopping is a set of features that allows businesses to showcase and sell their products directly on Instagram. It provides a seamless shopping experience for users by enabling them to discover, learn about, and purchase products without leaving the app.

The key features of this one-of-a-kind social commerce platform are:

• Product tags: easily tag products in your posts, Stories, and Reels, making it easy for users to view and purchase items.
• Shop tab: a dedicated space on your Instagram profile where customers can browse your entire catalog.
• Shoppable posts: turn regular content into opportunities for direct purchases by adding product tags to your posts.
• Instagram checkout (available in certain regions): this feature allows users to complete purchases within Instagram, creating a streamlined shopping experience.
• Shopping ads: promote your shoppable posts to reach a larger audience and boost sales.

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Why use Instagram Shopping

Instagram Shopping offers several key benefits for eCommerce brands looking to expand their reach and increase sales.

Here are some of the most compelling reasons to leverage this feature:

• Simplifies product discoverability: users can easily find products through shoppable tags in posts and stories, streamlining their path from inspiration to purchase.
• Provides a seamless shopping experience: customers can browse and buy products directly within the app, reducing friction and making it easier to complete purchases.
• Enables direct-to-consumer marketing: it allows businesses to market their products directly to consumers through organic, shoppable posts, increasing visibility.
• Boosts engagement: features like product tags and collections let brands create interactive content, encouraging users to engage with posts and explore more.
• Integrates with existing eCommerce platforms: your IG storefront syncs seamlessly with other eCommerce systems, making it easy to manage inventory and track sales.

Using the Instagram Shopping feature gives you access to in-depth analytics and insights.

It offers valuable data on customer behavior and product performance, allowing you to refine your marketing strategies further and optimize the content for better results.

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How to set up an Instagram Shop

You’ll need a few key things in place to sell your products on Instagram:

1. An Instagram business or creator account.
2. A linked Facebook (now Meta) page.
3. A product catalog.
4. Location availability.
5. Compliance with Meta’s commerce policies.

If you meet these prerequisites, you’re ready to set up your Instagram Shop.

Let’s inspect each step in more detail:

Signing up on Instagram

If you’re new to Instagram, the first action is creating your account.

Signing up is simple:

• Download the Instagram app on iOS or Android, or go to the official website to sign up.
• Choose a username that aligns with your brand name, ensuring consistency across your social media presence. This helps customers easily find your business online.
• You can also sign up using your email, phone number, or Facebook account.

After signing up, make sure your bio, profile picture, and contact details reflect your brand identity.

Your profile is the first touchpoint for visitors, so make it visually appealing. It should clearly communicate what you offer.

Switch to a business or creator account

Switching to a professional account gives you access to Instagram’s analytics, Shopping features, and more. To change your account type, do this:

• Go to your profile and tap the three lines (hamburger menu) in the upper-right corner.
• Select Settings, then go to Account.
• Tap Switch to Professional Account and choose either Business or Creator (business accounts are best for eCommerce).

By making this change, you’ll unlock access to Insights that show audience demographics, engagement metrics, and performance data—valuable for shaping your content and marketing strategies. 

Connect your Meta page

For Instagram Shopping to function, you need to connect your Instagram account to a Facebook (Meta) page.

This connection syncs your store across both platforms and provides a smooth flow for product listings and checkout options. It’s rather simple—all you need to do is:

• Go to your Instagram profile, tap Settings, then select Business.
• Tap Connect a Facebook Page and choose your business page from the list. If you don’t have a Facebook page yet, you’ll be prompted to create one.

The Meta page serves as the backbone for Instagram Shopping, housing your product catalog and allowing you to manage ads, customer interactions, and product listings.

The integration also allows you to create targeted ads that run across both Instagram and Facebook, giving your brand more exposure.

Set up your product catalog

A product catalog is essential to running an Instagram Shop. This is where all your products, descriptions, prices, and images are stored.

There are two ways to set this up:

1. Using Facebook Commerce Manager

• Go to Facebook Commerce Manager and click Create a Catalog.
• Select eCommerce as the type of catalog, then add your products manually or by uploading a CSV file.
• Fill in product details, such as titles, descriptions, and pricing. Make sure your product images are high quality and accurately reflect the items.

2. Using an eCommerce platform (Shopify, BigCommerce, WooCommerce)

If you already have an online store, you can sync your product catalog with Instagram via an integration tool. Here are a couple of examples:

• Shopify: go to the Shopify admin dashboard, click Sales Channels, then add Facebook and follow the prompts to connect to Instagram.
• BigCommerce: navigate to Channel Manager, click Get Started with Facebook, and follow the setup instructions to sync your products.
• WooCommerce: click on WooCommerce > Settings and select the Integration tab. Click Facebook, then Get Started, and follow the prompts.

Connecting your eCommerce store with Instagram Shopping helps keep your products up-to-date, allowing customers to purchase directly through the platform.

Submit your account and wait for the review

Once your product catalog is set up, Instagram needs to review your account to validate that it complies with Meta’s commerce policies.

This step is crucial to getting your account approved.

• Go to your profile and navigate to Settings > Business > Set Up Instagram Shopping.
• Follow the prompts to submit your account for review.

Instagram will evaluate whether your business meets its eligibility criteria. The review process typically takes a few days, but it may take longer.

During this time, you can check the status of your review in your Settings under Shopping.

Turn on Instagram Shopping

Once Instagram approves your account, you can activate Instagram Shopping and begin tagging products in your content.

This is the fun part—turning your posts, Reels, and Stories into shoppable experiences for your audience.

• Go to Settings > Business > Shopping.
• Select the product catalog you want to link to your IG Shop and click Done.

With Instagram Shopping activated, you can now tag products in posts, create product collections, and even feature them in Stories or live videos. T

his allows users to view product details and make purchases directly from your content.

Meta ad manager account (optional)

While you can promote products organically, using Meta Ads Manager gives you more control and reach by creating highly targeted shopping ads.

It allows you to select custom audiences based on interests, location, demographics, and behavior. 

This ensures your ads reach the right people, boosting sales potential.

Plus, it provides detailed analytics on ad performance, helping you optimize your campaigns for better results. You can use this feature by going to the Meta Ads Manager and setting up your ad campaign.

Then, select the Shopping objective to create ads that showcase your products.

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👉 Instagram isn’t the only place to sell your products. Learn how you can use TikTok to expand your brand presence and engage new audiences.

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Best practices to grow your Instagram store

Now that you've set up your Instagram store, it's time to focus on growth. With millions of active users on the platform, the competition can be fierce.

To stand out and drive sales, you need a solid strategy in place. 

Here are a few time-tested approaches you must definitely use:

Optimize product tags

Accurate and relevant product tags are a must for helping customers find your products on Instagram.

When setting up your product tags, include keywords, such as brand names, product types, and colors.

For example, if you're selling a pair of  Woodland leather boots, your product tags could include "leather boots," "ankle boots," and "Woodland boots".

There are several ways to approach this. You can:

• Research your competitors and identify the tags they're using.
• Use tools like Google Keyword Planner or Ahrefs to find relevant suggestions.

💡Our tip: use a mix of niche and broad tags to attract both specific and general audiences.

This allows you to reach buyers who are searching for similar products.

Use high-quality visuals

When it comes to showcasing your products on Instagram, the visuals you use can make a significant impact on sales.

To create an engaging and effective visual strategy, consider the following tips:

• Good lighting is essential for capturing high-quality visuals. Natural light is always the best option, but if you're shooting indoors, consider investing in a lighting kit or renting one for your photo shoots.
• A high-end camera can also make a big difference. But that doesn’t mean you have to buy a professional-grade camera—a mid to high-range smartphone can help you click and record amazing visual content.
• Editing your photos is also crucial. Use a photo editing app or hire a professional to enhance the colors, contrast, brightness, and overall presentation of your product photos and videos. 

That said, we understand that not everyone has the time, skill, or resources to create mind-blowing visuals in-house.

If that's the case, consider outsourcing your requirements to a professional photographer or a design agency. 

💡Our tip: use lifestyle shots that show your products in use.

This helps customers visualize how they can incorporate your products into their daily lives.

Post regularly

Consistency is key for selling on Instagram (or any platform).

Posting regularly helps to keep your audience engaged in your products. It also assists in maintaining a consistent aesthetic and tone, which is crucial for building a strong brand identity.

How do you commit to a schedule? Here are some easy ways:

• Create a content calendar to plan and schedule your posts in advance. 
• Use a mix of promotional and non-promotional content to keep your audience engaged.
• Post at least 3-5 times per week, but don't overdo it and flood your audience's feeds.

💡Our tip: use Instagram's built-in analytics tool to track your posting schedule and engagement rates. 

Engage with your audience

Building a loyal customer base on Instagram goes beyond posting content or running hyper-targeted campaigns. It's heavily reliant on creating a connection with your audience and showing them you value their feedback and care about their concerns.

To build (and grow) long-term relationships, you must:

• Respond to comments and messages promptly and personally.
• Use Instagram Stories and IGTV to ask questions, request feedback, and start conversations with your followers.
• Host giveaways, contests, and other interactive events to encourage audience participation and drive engagement.

💡Our tip: track your engagement rates and identify which content formats work best for your brand. Use the data to refine your strategy.

Monitor your analytics

Tracking your performance on Instagram is vital to understanding how your target audience responds to your content. It allows you to pinpoint areas for improvement and optimize your marketing strategies.

If you want to make data-driven decisions, Instagram’s built-in analytics is your go-to option. Use it to:

• Track your account's performance, including reach, engagement, and audience growth.
• Monitor your top-performing content to identify trends and patterns.

If needed, you can also use third-party analytics tools, such as Hootsuite Insights or Sprout Social, to gain deeper insights into your audience and content performance.

💡Our tip: set specific, measurable goals for your Instagram marketing efforts.

Then, use data-backed analysis to track progress and adjust your strategy accordingly.

Additional ideas to get the most out of Instagram Shopping

Your Instagram Shopping page is up and running, and you’re using most, if not all, of the built-in features.

Now, it’s time to take your marketing efforts to the next level.

To help you, we’ve curated some of the most used strategies by successful brands:

1. Make it easy for your audience by using tools like Shopping Cart and Product Stickers. Tag products directly in posts and stories so customers can instantly purchase what they see—no extra steps required.
2. Partner with influencers or complementary brands to extend your audience. Influencers bring credibility and access to their followers, while brand collaborations open up new markets and creative product opportunities.
3. Reach a broader yet relevant audience through Instagram Ads. Tailor your campaigns by demographic and interest to ensure your promotions get in front of people who are genuinely interested in your products.
4. Use Instagram Stories and IGTV to give your audience an interactive, behind-the-scenes view of your products. The immersive nature of these formats helps build trust and creates a deeper connection with potential customers.
5. Generate urgency by providing exclusive deals or bundle offers. Online consumers are more likely to act quickly when there’s a time-sensitive discount in play.
6. Create buzz and increase engagement by hosting giveaways or contests. It encourages interaction and broadens your brand’s visibility when participants share the event with their networks.
7. Be prompt and personal when responding to comments or DMs. Quick, friendly replies build loyalty and create a positive experience that shoppers will remember.
8. Instagram’s polls and quizzes offer an easy way to gather valuable feedback. Use them to learn more about your audience’s preferences and improve your products based on real-time insights.
9. Give your followers a glimpse of your brand’s personality by showcasing how things happen behind the scenes. This humanizes your brand and fosters a more personal connection with your audience.

With a little creativity, a bit of experimentation, and these ideas, you can build stronger relationships with your clients while driving sales and growth for your business on Instagram.

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Common issues with Instagram Shopping and troubleshooting tips

Even with a well-optimized Instagram Shopping account, you might run into some hiccups along the way.

Here are common issues you may encounter, along with some potential solutions:

Product tagging isn’t working

If you can’t tag products in your posts, it could be because of account eligibility.

Check if your Instagram account shows “approved” for shopping and is connected to a valid catalog.

Also, review the product status in the catalog and set it to “in stock” to make it taggable.

Instagram shop isn’t visible

If your shop doesn’t show up, your account may be under review or temporarily disabled.

Verify that your account meets all of Instagram’s commerce policies and guidelines. It’s also worth checking the app for updates, as this can sometimes solve display issues.

Product rejections in catalog

Products in your catalog can be rejected if they violate Instagram’s commerce policies. Make sure your product descriptions, images, and prices comply with the required guidelines.

If a product gets flagged, update the information and submit it for review again.

Incorrect pricing or outdated product information

If pricing or product details appear incorrect on Instagram, there might be a sync issue with your catalog. Check if your product feed is up-to-date and synced properly with the Instagram store. Sometimes, you may need to refresh the data manually.

Shopping feature missing in Stories or Reels

If you can’t add product stickers to your Stories or Reels, it may be a technical glitch or an issue with account permissions.

Update your app to the latest version and check whether your country supports Instagram Shopping and other related features. 

Checkout issues

If customers report trouble during checkout, it could be because of a bug on the platform. Encourage users to update their app, clear cache, or try from a different device.

For recurring issues, reach out to Instagram support.

Addressing these common challenges quickly and effectively helps you deliver unforgettable customer experiences, ensuring they can easily browse and purchase your products without interruptions.

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Running a successful online business comes with challenges, especially when it’s time to scale.

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That’s where we come in.

At Stenn, we understand the unique financial demands of modern enterprises, and our alternative financing solutions are built to meet those needs.

Need fast capital—without the hassle of endless paperwork, strict credit checks, or giving up equity? 

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Best of all, approval is quick, often within just 24 hours. 

We also offer flexible repayment terms that adjust to your sales cycles; you only pay back what you can afford each month, ensuring your business isn't overstretched during slow periods.

Ready to fuel brand growth without the hassle of traditional loans? Apply for Stenn financing today and take your Instagram shop to the next level.

Some helpful FAQs on Instagram shopping

1. Is it free to set up an Instagram Shop?

Yes, setting up an Instagram Shop is free. However, Instagram may charge transaction fees on purchases made directly through the platform.

2. What are the eligibility requirements for Instagram Shopping?

To use Instagram Shopping, your business must be located in a supported market, sell physical products, and comply with Meta’s commerce policies.

3. Can I link my Instagram shop to my website?

Yes, you can link your Instagram shop directly to your website, allowing shoppers to check out on your site or via Instagram, depending on your setup.

4. How can I boost sales through Instagram Shopping?

To increase sales, leverage product tags in posts and stories, run Instagram ads, and use features like product stickers to make shopping easier for your customers.