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Tip, Inspiration

June 21, 2021

BY: Instagram Business Team

San Francisco, CA

Update: Live Shopping is no longer available as of March 16, 2023.

In celebration of Pride, join us this Wednesday, June 23rd for an Instagram Live shopping experience hosted by digital beauty creator Patrick Starr, featuring six Instagram-first LGBTQ+ owned small businesses. Learn more about how to use shopping features to reach new customers and get a chance to discover products to shop from the small businesses — right there on the spot!

Feeling inspired to ramp up your shop? Here are some ways you can leverage shopping features in your own Shop this Pride season and beyond.

Power Your Shop With Product Catalogs

Businesses can get the most out of their Shop by uploading items to their product catalog that are culturally or seasonally relevant. Creating a catalog that contains a mix of images and videos can help you bring your products to life in different ways and will allow customers to explore and consider how products will look on them. @fluidebeauty, a small business that focuses on celebrating Black, brown and LGBTQ+ faces and voices, leverages their catalog to upload Pride-related products with a mix of images and videos. This allows their customers to learn more about their makeup palettes and explore how they can be used to create Pride-themed looks. (Update on June 21, 2021 at 12:15PM PT: Added details to clarify what a product catalog is.)

Let Customers Shop With Product Tags

Product Tags allow you to highlight products directly from your product catalog into your posts, so customers can tap on a tag and learn more. For wife-and-wife owners Allison and Jamie Nadeau of @inkmeetspaper, this is a great way to share handwritten, handcrafted cards as both beautiful posts and shoppable content. Passionate about creating products to celebrate and uphold the beauty of the handcrafted art, @inkmeetspaper uses product tags to seamlessly highlight shoppable products in their feed posts so customers can feel inspired to purchase in the moment of discovery.

@inkmeetspaper also uses product tags in Instagram Stories to show a behind-the-scenes look at how their cards are made. A tip from their success, for yours: Keep your shoppable story content as a Stories Highlight on your profile, with an intuitive name such as “shop,” so the shoppable content is evergreen.

Highlight Seasonal Moments With Collections

Collections can allow your business to curate the shopping experience by categorizing products into themes that tell a story in your shop. @gayprideapparel, a retail brand that seeks to bring pride all year long, uses collections in their shop to highlight themed products. This year, you can shop their Pride 2021 collection, which is their newest addition to collections.

To learn more about all of the small businesses featured in this year’s Pride event, check out their Instagram accounts: @fluidebeauty, @inkmeetspaper, @gayprideapparel,, @sigilscent and @sistahscifi. To learn more about how to set up your own Shop and leverage these shopping features, please visit the Instagram for Business, Shopping webpage.

BY: Instagram Business Team

San Francisco, CA