How to Set Up Instagram Shopping for Your Online Store
Requirements, catalog setup and product tagging for Instagram Shopping โ and what to do if it is not available.
Instagram Shopping lets you tag products in posts, reels and stories so people can see prices and details and visit your store. It runs on a product catalog managed in Meta's Commerce Manager โ the same catalog used for Facebook. Availability and features vary by country and change over time, so check Meta's current eligibility rules for your region.
Requirements
- An Instagram professional account (business or creator).
- A Facebook Page connected to it.
- Products that are physical goods and follow Meta's commerce policies.
- A website domain you own where the products can be bought.
- Being in a market where Instagram Shopping features are available.
Step 1: Create a catalog
In Commerce Manager, create a catalog for ecommerce. You can add products manually, connect a supported ecommerce platform, or upload a data feed file. A feed is the easiest way to keep many products up to date. Generate one with the Facebook product feed generator, and read how to create a Facebook catalog.
Step 2: Set up a shop
In Commerce Manager, set up your shop and connect your Instagram account and catalog. Meta may review your account and domain before shopping features become available. Domain verification in Business Settings is often needed.
Step 3: Tag products
Once approved, when you create a post or reel, choose to tag products and select items from your catalog. Tag products in stories with the product sticker where available.
Step 4: Keep the catalog accurate
- Prices and stock must match your website.
- Use clear images and accurate titles.
- Schedule the feed to refresh daily.
If you sell on several platforms, one feed can serve all of them โ see one product feed for multiple channels.
Track sales from Instagram
Add UTM parameters to product URLs in your feed or bio link so GA4 shows Instagram visits and sales clearly. See how to build UTM links.
If shopping is not available to you
You can still sell: link products from your bio, use link stickers in stories, send catalog links in direct messages, and use a WhatsApp chat link for enquiries.
A worked example
A jewellery brand posted daily but most followers asked "price?" in comments. It created a catalog from a feed of 150 products, verified its domain, and connected its shop once approved. It then tagged products in every post. Questions about price dropped, and Instagram became a clear source of visits to product pages in analytics.
Common setup problems
- Personal account โ switch to a professional account first.
- Domain not verified โ verify it in Meta Business Settings.
- Catalog not connected to the same business account as the Instagram profile.
- Products rejected for policy reasons, such as restricted categories.
- Prices or stock out of sync because the feed is not scheduled.
Commerce Manager shows issues with items and the shop. Check it weekly in the first month, then monthly once everything runs smoothly.
Related guides
More free tools: browse all our free ecommerce tools, no sign-up needed.
Frequently asked questions
Is Instagram Shopping free?
Setting up a catalog and tagging products is free. Ads are paid separately.
Why is my Instagram shop not approved?
Common reasons are policy issues, an unverified domain, or the feature not being available in your country.
Do I need a website for Instagram Shopping?
Usually yes โ products link to a website where they can be purchased.
Can I use the same catalog for Facebook and Instagram?
Yes. Both use the catalog in Commerce Manager.