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 shopfront

Simple content creation

Weave products into your visual story-telling in Instagram posts and Stories. In feed, tag up to five products per image or video and up to twenty products per carousel. In stories, you can add products to your videos and images by using a "product sticker".

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 on Explore, where 200 million accounts visit daily.2

Nurture interest and easy purchase

Shopping gives people quick access to product pricing and details. After tapping on a product tag or sticker, people are taken to a product description Page on Instagram. From there, they can go to your website, save the product or continue to browse your products on Instagram.

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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 500 million accounts globally3, and one third of the most viewed stories are from businesses4.

Businesses can use product stickers in Instagram Stories to give customers quick access to product information and a seamless shopping experience.

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Shopping channel in Explore and Save

We are testing a new shopping channel on Explore, which will be visible to those who have shown an interest in browsing products. This will help shoppers pursue their interests and find inspiration. With shopping on Explore, your shopping posts can be shared with people who don't yet follow your business.

With the launch of the Save feature, customers can save products from shopping posts and Stories. Once a product has been saved to a shopping collection, customers can revisit products when the time is right, making shopping easier than ever before.

How businesses are using shopping on Instagram

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Tips for shopping posts

  1. Create at least one shopping post in feed 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/video or create a carousel with both static and video content

Tips for shopping in Stories

  1. Customise the text colour 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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