activate shopping on Instagram

This week Instagram is on fire.

They’ve confirmed that the option Shoppable Instagram Feeds is expanding outside of US and shopping on Instagram will roll out globally anytime soon.

Music to every marketer’s ear, and the dream of every online merchant, right!

Since launch, shopping on Instagram can be directly attributed to over 1,200 orders and over 100K sessions. – Noelle Sadler, VP Marketing, Lulus

We are pumped up as you are so let me just go into more details what these features can do for you and how you can start preparing.

This same functionality has evolved to Facebook Shops as well and the network is definitely pushing e-commerce widely on their platforms.

If you are tired of writing captions that end with a ‘click the link in bio’ to buy this product, then you will definitely love this feature.

Here is what’s inside this guide:

So, what exactly is Shopping on Instagram?

Shopping on Instagram enables you to tag up to five products per image or up to twenty products per carousel and allow your followers with a simple tap to buy these products from your online shop. The tagged product has all the information and pricing and makes shopping on Instagram a perfect solution for businesses mobile shop.

Here it is in action:

Instagram has confirmed that they are rolling out shoppable Instagram feeds outside the US:

  • Australia
  • Canada
  • Spain
  • Brazil
  • UK
  • Italy
  • France
  • Germany

If you already live in these countries then prepare to activate this option, right now. If you don’t you can use a tool to transform and embed a shoppable Instagram feed on your website.

Continue reading to learn how.

How to enable Shopping on Instagram?

Before you start:

As you noticed, you are only able to tag products on Instagram photos if they are coming from eligible shops and are related to an actual e-commerce business. By doing this Instagram limits the ability to manually add links to Instagram posts.

I assume the major reason for this rule is the efforts by Instagram to make the platform highly trustworthy and make sure the shoppers actually see tagged products and eventually buy them, from relevant sellers.

So if you fulfill all the requirements, you will be able to activate the Instagram shopping feature by following the steps below:

  • Go to your Instagram profile
  • Tap the ‘Get Started’ alert at the top of your profile
  • If you don’t see the alert in the image above, tap the settings icon
  • Tap Products
  • Tap Continue
  • Select a product catalog to connect to your business profile
  • Tap Done

That’s it!

Now your Instagram business account can tag products with links to Instagram posts.

Note: If you do not see this option read the FAQ section below.

How to tag products in Instagram posts

After your Shopping option is available you can start tagging Instagram posts with products from your catalog.

To tag products, follow the steps:

  • Start creating a new post: add effects and filters
  • Tap on the section of the photo where you want to add the tag
  • Start typing the name of the product and it will appear in the box
  • Tap Done
  • Tap Share

You can do the same for the existing post.

To preview which posts are tagged go to the section Tag People and Tag Products. Also, you can preview the tagged pots on the page where you add the caption before posting. In this page, you can also click Save to drafts for later use.

The rule is that you can add up to 5 products per single-image post or 20 products per multi-image post.
Once the product is tagged on an Instagram post it will show the currency and language of your catalog to a global audience.

Product information in the tags and product details page will display the currency and language of your catalog to a global audience.

Now you are ready to start the sales on Instagram.

Below is an example of how the selling on Instagram looks like.

Example of the Instagram sales process

For this example, I used Timberland’s Instagram account.

Obviously, they have already activated the ‘shopping on Instagram’ option and are tagging photos with products they push to sell.

So if you go to their Instagram account you will notice a ‘Shop’ button on their profile and when clicked you will enter the Instagram shop where are displayed all tagged photos, ready to be bought.

Here is the sales onboarding flow in details:

  • Go to the merchants Instagram profile and Tap on ‘Shop’
  • Tap on the photo you like
  • Tap to see tagged products
  • Tap on the product popover button
  • View product details and pricing and tap ‘Shop Now’
  • Tap ‘Add to Cart’

After this, the customer will be redirected to the online shop where can immediately buy the product.

Seamless, right?

I believe that this flow and the simple integration that Instagram is providing with the most used e-commerce tools will be a major breakthrough in enabling every single merchant, small or big to easily sell on mobile.

How to manage, edit or delete tags in Instagram posts

Once you start tagging products in your Instagram posts, you will definitely need options to re-tag or delete some of the products, due to mistakes or for example if you manage to sold-out your products.

Whatever the reason is, below are the steps how to edit and delete tagged products in an Instagram post:

  • Go to the posts you want to edit or delete
  • Click on the 3 dots at the top right
  • Tap Edit
  • Drag the tags from their current location to where you want
  • Or to delete tap the tags you want to delete and they’ll disappear
  • Tap Done

Please note:

If by any chance you delete or unpublish a product from the catalog you’ve connected to your Instagram, then all product tags on the Instagram posts will be removed.

Furthermore, you can change the catalog in Settings > Shopping and by doing this the previous product tags will not be altered.

Instagram Stories Platform

Fetch, manage and display your Instagram stories on any website with shoppable links.


FAQ about Shopping on Instagram

In the last section of this blog post, I’ve outlined the most frequently asked questions about Instagram Shoppable Feeds, that most of you beginning with this experience might struggle with or need more help.

Why I can’t tag products?

If you fulfill the requirements and still see “No Products Found” after you tap Tag Products in the post creation flow follow these steps:

Using the Facebook Page shop: Make sure the Facebook Page is properly connected to your Instagram business account. Shops created on Facebook Pages that have country or age restrictions are not supported. The Message to Buy option is also not supported.

Using Shopify or BigCommerce shop on Facebook: Make sure the Facebook account connected to those platforms is the same as the one connected to your Instagram business account

Using a catalog on Business Manager: Make sure the Business Manager owns (not simply have access to) the Facebook Page linked to your Instagram business account. The Business Manager must also own or have access to the catalog. You can’t transfer ownership of a Page to another Business Manager. However, if a business removes a Page, it’ll be available to be added by another business. To add a Page, you must also be an Admin on the Page. If you aren’t an Admin on the page, you’ll have to request access to it.

Why I can’t see the option of shopping on Instagram?

If you do not see this option, you are probably in a country where it is still not rolled out or your account is not approved for shopping on Instagram. To be eligible to get approved, please check the official requirements by Instagram:

  • Your business must sell physical goods that comply with our merchant agreement and commerce policies
  • Your business must be located in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain or Brazil
  • Your Instagram account must be converted into a business profile
  • Your business profile must be connected to a Facebook catalog. This can be created and managed by Business Manager, through Shopify or BigCommerce platforms or directly on your business’s Page on Facebook.

When you met the above requirements, a team from Instagram will review your account. The process takes a few days or a bit longer if the team needs to check more details about your account.

If your account is approved, you’ll receive a notification from Instagram and be able to turn on product tagging through Settings.


Hope this guide helps you start selling on Instagram.

Feel free to let us know if you have activated your Shoppable Instagram feed and what is your experience.

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Avatar for Katerina Bojkov
Katerina Bojkov

Co-Founder of EmbedSocial and Head of Growth. A previous owner of a Facebook Partner Company and a digital marketing agency. Marketing API geek and a Call of Duty fan.