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Instagram Shopping: How to Set Up and Sell Products (2026 Guide)

Complete guide to Instagram Shopping — how to set up your shop, tag products, use Instagram Checkout, and sell directly from posts, Stories, Reels, and your profile.

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By ViewInsta Editorial Team

Quick Answer

Instagram Shopping lets you tag products in posts, Stories, Reels, and your profile — turning your Instagram account into a storefront. To set up: switch to a business or creator account → connect a Facebook catalog → submit your account for review → start tagging products. Instagram Shopping is available in most major markets including the US, UK, Canada, Australia, and the EU.

What Is Instagram Shopping?

Instagram Shopping is a suite of features that lets businesses showcase and sell products directly on Instagram. Key features include:

  • Product tags — tag products in feed posts, Reels, and Stories (tappable links to product pages).
  • Shop tab — a dedicated shopping section on your profile displaying your product catalog.
  • Instagram Checkout — buy products without leaving the app (US only, currently).
  • Product stickers in Stories — interactive stickers linking to product pages.
  • Collections — curated groups of products displayed on your profile.
  • Live shopping — tag products during Instagram Live broadcasts.

Eligibility Requirements

To use Instagram Shopping, you need:

  • A business or creator account on Instagram.
  • A Facebook Page connected to your Instagram account.
  • A Facebook catalog (via Commerce Manager, Shopify, BigCommerce, or another partner).
  • Your account must comply with Instagram's commerce policies (no prohibited items like weapons, drugs, animals, etc.).
  • Your business must be in a supported market.

Step-by-Step: Set Up Instagram Shopping

Step 1: Switch to a Business or Creator Account

  1. Go to Settings and activity → Account type and tools.
  2. Tap Switch to professional account.
  3. Choose Business or Creator.
  4. Complete the setup (category, contact info).

Step 2: Connect Your Facebook Page

  1. Go to Settings → Account Center → Sharing across profiles.
  2. Connect your Instagram account to your Facebook Page.

Step 3: Create or Connect a Catalog

  1. Go to business.facebook.com/commerce.
  2. Create a new catalog or connect an existing one.
  3. Add your products with images, descriptions, prices, and links.
  4. Alternatively, connect an e-commerce platform (Shopify, BigCommerce, WooCommerce, etc.) that syncs automatically.

Step 4: Submit for Review

  1. Go to Settings → Business → Set up Instagram Shopping.
  2. Follow the prompts to submit your account for review.
  3. Review typically takes 1-3 business days.

Step 5: Start Tagging Products

Once approved:

  1. Create a post or Reel as normal.
  2. On the final screen, tap Tag products (like you would tag people).
  3. Search for products from your catalog and tag them.
  4. You can tag up to 5 products per image in a carousel, or 20 products in a single image post.

Instagram Shopping Features

Product Tags in Posts

Tappable tags on feed posts and carousels. When tapped, users see the product name, price, and a link to purchase.

Product Tags in Reels

Tag products in your Reels. The product appears as a tappable badge at the bottom of the Reel.

Product Stickers in Stories

Add interactive product stickers to your Stories. Viewers tap the sticker to see product details and purchase.

Shop Tab on Profile

A dedicated tab on your profile that displays your product catalog. Users can browse, search, and filter your products without leaving Instagram.

Instagram Checkout

Available in the US — users can purchase products without leaving the Instagram app. Payment is processed through Instagram's checkout system.

Collections

Curated groups of products you organize on your Shop tab. For example: "Summer Collection," "Best Sellers," "New Arrivals."

Tips for Instagram Shopping Success

  • Use high-quality product images — your products need to look great in the feed.
  • Write compelling descriptions — include key details, sizing, materials, and benefits.
  • Tag products in Reels — Reels get the most reach, and product tags in Reels drive the most traffic.
  • Use Stories for urgency — limited-time offers and flash sales work well in Stories.
  • Create Collections — organize products so shoppers can find what they want quickly.
  • Cross-promote — share your Shop tab in your bio, Stories, and posts.

Common Questions

Is Instagram Shopping free?

Yes, setting up Instagram Shopping is free. Instagram does not charge for product tags or the Shop tab. Instagram Checkout (US) charges a selling fee of 5% per shipment (or a flat $0.40 for shipments of $8.00 or less).

How many products can I tag per post?

You can tag up to 5 products per image in a carousel post, or up to 20 products in a single image post. In Stories, you can add multiple product stickers.

Can I use Instagram Shopping with Shopify?

Yes. Shopify is one of Instagram's official e-commerce partners. You can connect your Shopify store to Facebook Commerce Manager, and your product catalog will sync automatically.

Do I need a website to use Instagram Shopping?

You need a product catalog, which can be created through Facebook Commerce Manager or an e-commerce platform. You don't necessarily need a standalone website — Instagram Checkout (US) allows in-app purchases.

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