See. Tap. Shop.

90 million accounts on Instagram tap on a shopping post to learn more about products every month.1 Shopping on Instagram gives people a simpler way to shop

Your Visual Storefront

Simple content creation

Weave products into your visual story-telling in Instagram posts and stories. For feed posts, tag up to five products per image or up to twenty products per carousel, from there you can add filters or captions. In stories, chose a photo or video, tap the sticker icon and select the “product” sticker. Customize the color of your sticker and share your story.

Reach your audience and active shoppers

When you create an Instagram post with tagged products, the post will be shared with your Instagram audience and Explore, where 200 million accounts visit daily. 2 On Explore, your shopping posts may be shown to people who demonstrate a strong interest in shopping, and potential interest in your brand or products. When you feature products in stories, your audience can easily access product information in an interactive and authentic environment.

Nurture interest and easy purchase

Shopping gives people quick access to product pricing and details. After tapping on a product tag in feed or product sticker in stories, people are taken to a product description page on Instagram. From there, they can tap “View on Website” and go directly to this product's page on your mobile site to make a purchase. They can also continue browsing other products you have featured in shopping posts or stories from the Instagram product description page.

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New! Shopping in Instagram Stories

Instagram stories make full use of the mobile screen, offering businesses a beautiful, distraction-less canvas. Stories is now a daily destination for more than 400 million accounts globally3, and one third of the most viewed stories are from businesses4.

Businesses using shopping on Instagram can now use product stickers in Instagram Stories in addition to product tags in Instagram posts. With product stickers in Instagram Stories, people can quickly access product information and shop seamlessly.

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New! Shopping Channel in Explore (Testing)

Topic channels in Explore give people more intentional ways to discover interests and inspiration. We are currently testing a Shopping channel on Explore, which will be shown to people who have demonstrated an interest in shopping on Instagram. The channel contains shopping posts that are personalized to each shopper's style and taste.

With shopping on Explore, shopping posts have the opportunity to be shared with people who don't yet follow your business. People can discover new shopping businesses and posts on Explore, tap through on product tags, and visit the business' website or continue browsing that business' other shopping posts.

Shopping on Instagram accomplishes one of the most critical tasks in improving ecommerce performance: it makes it easier to buy. With one click, our audience can go directly to the product page and add to their cart. Reducing search time and clicks improves conversion and revenue. When we launched the feature, we experienced a 25% increase in traffic and an 8% increase in revenue attributable to shopping on Instagram.
Our traffic from Instagram has increased 44% since implementing shopping on Instagram. It's a clean and simple way to show your product in a lifestyle setting, without impacting the user experience.
Lulus has been using the shopping on Instagram feature since its testing stages, so we’ve been able to grow with the platform as it has evolved. We have seen tremendous value and growth over the course of our experience using the tool. We’ve found as Instagram users become accustomed to seeing these native shopping experiences, they are more inclined to shop on Instagram. We’ve experimented with new ways to inspire followers to shop, from creating unique outfits in which every item is available for purchase, to showcasing user generated content, to giving shoppers real-life ideas for how to wear the items they purchase from Lulus. Since launch, the shopping on Instagram tool can be directly attributed to over 1,200 orders and over 100K sessions.
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Tips for shopping posts

  1. Create at least one shopping feed posts to activate the “Shop” tab on your business profile

  2. Feature more than one product in your posts for higher engagement—while not overly crowding with tags

  3. Leverage different shopping formats in feed; tag a single image or create a carousel with both static and video content

Tips for shopping in stories

  1. Customize the text color on product stickers to complement your visual creative

  2. Try using product stickers in stories for your product launches or sales announcements

  3. Keep the product as the focal point in videos when using a product sticker

Get started

See our step-by-step guide on how to set up shopping on Instagram here.

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