Instagram has evolved from a platform for sharing photos to a powerful driver of eCommerce growth. With over 2 billion active users, it allows brands to showcase collections and sell products directly within the app.
This guide explains how to set up an Instagram Shop, add products, get approved, and optimize your store to maximize sales.
What Is an Instagram Shop?
Instagram Shop provides a seamless shopping experience for both brands and customers.Instead of leaving Instagram to complete a purchase on your website, shoppers can browse products, add them to cart, and checkout directly in the app. Posts feature a shopping bag icon, and customers can explore related products from your brand without leaving their feed.
With an Instagram Shop, you can:
- Meet customers where they already spend time
- Showcase products through posts, Stories, and Reels
- Drive revenue directly within Instagram
Users can explore collections, view product details, and purchase directly through Instagram Checkout. This feature simplifies the shopping experience and encourages visitors to also explore your website or physical store
Instagram Shop vs Instagram Marketplace
When selling on Instagram, it’s important to distinguish between these two options:
- Instagram Shop – For approved brands that want to turn their Instagram account into a direct sales channel.
- Instagram Marketplace (Creator Marketplace) – Designed for influencers who collaborate with brands to create sponsored content and participate in marketing campaigns.: è più orientato al mobile e all’acquisto diretto dall’app.
Thanks to native integration, products uploaded to Facebook Shop can be synchronized with Instagram Shop and promoted in posts and Stories, simplifying catalog management.
Step-by-Step: How to Set Up Instagram Shop
With 70% of users using Instagram to discover new products, it’s essential to set up your shop correctly. Here are the 5 key steps:
Step 1: Verify Your Business Eligibility
- Confirm Instagram Shop availability in your country
- Switch to a Business or Creator account
- Link your Instagram profile to your Facebook Shop for catalog access
Step 2: Add Products to Instagram
Two ways:
- Use Meta’s Commerce Manager or connect your product catalog through a product feed, API, or direct integration
- Highstreet.io can manage: Product feed setup. Real-time inventory updates. Multi-platform integrations (Shopify, Magento, Salesforce, Prestashop)
Step 3: Get Approved
- Go to Settings → Sign up for Instagram Shopping → Submit
- Instagram reviews your shop for compliance and accuracy
- Approval typically takes a few business days
Step 4: Enable Shopping Features
- Go to Settings → Business → Shopping
- Select the approved product catalog
Step 5: Publish Your First Shoppable Post
- Upload a photo, tag up to five products, and publish
- For Instagram Stories, tag one product per story using the Product sticker
Optimizing Your Instagram Shop for Sales
- Craft a clear, welcoming bio with website links
- Use relevant hashtags to improve discoverability
- Include detailed product descriptions and tags
- Engage through comments, direct messages, and Instagram Live
Setting up an Instagram Shop is the first step toward leveraging one of the most effective social commerce channels. With proper feed management, real-time updates, and optimized product data, you can reach new customers and drive consistent revenue.