Social Commerce

Instagram Shopping: How to Set Up an Instagram Shop

By Jillian Warren

Published January 25, 2021

6 minute read

Instagram Shop is a major e-commerce destination. Ready to learn more and set up your shop? We’re covering all the important details here.


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Instagram Shop is a huge opportunity for any brand looking to sell products on Instagram.

With Instagram Shop, brands can curate a list of shoppable products that are directly accessible through their Instagram profile — and benefit from a ton of product discovery opportunities.

Ready to set up an Instagram Shop and start driving sales? Here’s everything you need to know:

What is Instagram Shop?

Instagram Shop offers a way for businesses to showcase their product catalog and reach new customers on Instagram.

Brands can curate a list of shoppable products that are directly accessible through the “View Shop” button on their Instagram profile page.

But that’s not all. Brands with Instagram Shop can also be featured on the Instagram Shop tab — a new shopping destination accessible from Instagram’s main navigation menu.

Instagram Shop is a streamlined way for users to discover shoppable products on Instagram, with the option to “Browse Shops,” “See Editors Picks,” “Explore Guides,” and “Shop Collections.”

Plus, Instagram Shop helps users discover products they’re more likely to actually buy — all based on previous engagement and the posts and brands people follow.

By clicking on a suggested product, users can see more images that feature the product, pricing information, other products from the same retailer, and how to purchase.

Plus, for US-based brands with access to Instagram Checkout, shoppers can tap “Buy on Instagram” to purchase without even leaving Instagram.

TIP: Capitalize on your opportunities to drive sales by making the link in your Instagram bio shoppable too.

With by Later, you can create a clickable version of your Instagram feed and add it to the link in your bio.

And if you’re on a Later Growth or Advanced plan, you can even connect your Shopify account to!

Ready to turn followers into customers with a shoppable Instagram feed? Start using today!

How to Set Up an Instagram Shop

Setting up an Instagram Shop is easier than you might think. Here’s a step-by-step guide to help you get started:

  1. Check Your Eligibility

  2. Convert to a Business or Creator Account

  3. Connect to a Facebook Page

  4. Upload Your Product Catalog

  5. Account Review

  6. Turn On Shopping

Step #1: Check Your Eligibility

To get set up with Instagram Shop, your business needs to meet the following eligibility requirements:

  1. Your business is located in a supported market

  2. Your business has an eligible product

  3. Your business complies with Instagram’s merchant agreement and commerce policies

  4. Your business owns a website domain in which you intend to sell from

Step #2: Convert to a Business or Creator Account

Before you can set up an Instagram Shop, you’ll need to switch to a Business account. Follow these steps to convert your account.

Once you have a Business account, you can add in relevant business information, such as opening hours, business address, phone number and a link to your website.

Step #3: Connect to a Facebook Page

Next up, follow these steps to link your Instagram business account to a Facebook Page:

  1. Go to your business’s Instagram profile

  2. Select “Edit profile”.

  3. Under the “Public business information” section, select “Page”

  4. Choose a Facebook Page from your Pages that you’d like to connect.

  5. If you don’t have a Facebook Page, select “Create a new Facebook Page”.

NOTE: Facebook Page Shop is not required, only a Facebook Page.

Step #4: Upload Your Product Catalog

Instagram Shop requires you to have a product catalog, which is a list of all your products, inventory, and descriptions.

There are two ways to connect a product catalog to your Instagram business account:

  1. Catalogue Manager (The “do it yourself” method found within Facebook Business Manager)

  2. E-commerce Platform Partner (An integration through one of our certified e-commerce platform partners, such as Shopify or BigCommerce)

Step #5: Account Review

Once you’ve connected a product catalog to your Instagram, you will need to submit your account for review by following these steps:

  1. Go to your business’s Instagram profile and tap the menu icon

  2. Select “Settings”.

  3. Sign up for shopping

  4. Follow the steps to submit your account for review.

  5. Visit “Shopping” in your “Settings” at any time to check your status.

NOTE: Account reviews typically take a few days but sometimes can take longer.

Some businesses may be notified that additional information is necessary to prove ownership of your website domain. If you receive this notification, follow these steps to complete a domain verification process to submit your account for review.

Step #6: Turn On Shopping

Once your account is approved, you can turn on shopping features.

  1. Go to your business’s Instagram profile and tap the menu icon.

  2. Select “Settings”.

  3. Tap “Business” and then tap “Shopping”.

  4. Select the “product catalogue” that you want to connect to your account.

  5. Select “Done”.

NOTE: If you don’t see Shopping in your settings, your account is probably still under review or hasn’t been approved for Instagram Shopping.

Your Instagram Shop will automatically appear on your Instagram profile page.

Ready to drive more sales on social media? Learn how to increase your conversions on Instagram, Facebook, Pinterest, Twitter, and TikTok! Check out our Ultimate Guide to Social Selling now!

How to Sell on Instagram Shop

Once you’re set up Instagram Shop, a new “View Shop” button will appear on your business’s Instagram profile page.

From here, visitors will be able to browse your products, tap to find out more, and shop.

You will also be able to start tagging products in your feed posts, Instagram Stories, IGTV videos, Reels, Guides, and Live broadcasts — opening up a ton of new e-commerce opportunities!

Plus, businesses with an Instagram Shop can add a “swipe up” link that directs viewers to their shop — even if they don’t have 10K followers yet.

Setting up an Instagram Shop is a good first step when it comes to making sales for your business on Instagram.

However, setting up an Instagram Shop isn’t a guaranteed ticket to success — you also need to consider your content strategy.

Using an Instagram planning and scheduling tool is one of the best ways to get ahead of your strategy, identify opportunities to make sales, and analyze your performance — all from one easy to use dashboard!

Ready to kickstart your Instagram strategy? Sign up to Later and start planning your content strategy in advance — it’s free!

Stay on top of the biggest social media marketing trends!


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