How to Set Up Instagram Shopping

Instagram Shopping lets you tag products directly in posts, stories, and reels, letting followers view pricing and details — and in eligible regions, check out — without leaving the app. For businesses selling physical products, this removes a meaningful amount of friction between discovery and purchase.

You'll need a Meta Business account, a connected product catalog (via Meta Commerce Manager or a connected e-commerce platform like Shopify), and approval from Meta's commerce eligibility review — the review can take a few days, so plan for that lead time before a launch.

Tag products naturally within genuinely engaging content — a shoppable post that's purely a product photo with tags tends to underperform one that shows the product in real use, styled, or as part of a genuine story.

Instagram's native shopping insights show which tagged products are generating the most views and clicks — use this to inform which products get featured more prominently in future content, rather than promoting your full catalog evenly.