With a focus on visual storytelling through user-friendly editing tools and filters, Instagram transformed the way we share our lives online. Now, with many Instagram users shopping within the app, it continues to transform how businesses sell their products directly to customers.
Originally, an Instagram business account simply allowed you to showcase photos and videos of your products and reach new customers via social media marketing. In 2019, Instagram launched a new feature called Instagram Checkout, enabling business accounts to sell products directly within the Instagram app.
Here’s how Instagram Checkout works, how to set it up on your business account, and why it’s an excellent opportunity to boost your ecommerce sales.
What is Instagram Checkout?
Instagram Checkout is a feature within Instagram Shop that lets users make a direct purchase from your business. It enables a seamless shopping experience where Instagram users discover and buy products without leaving the app—no need to click an external link and search a website. Instagram Checkout allows you to sync your product catalog with a partner platform like Shopify.
How Instagram Checkout works
First, upload content in any format, like a photo, Reel, or story. Then, tag your product in the post. A shopping bag icon will appear in the bottom left corner of the post, notifying viewers it contains a tagged product.
Interested customers can tap the shopping bag icon or the product tag in the post (similar to tapping the handle of a user tagged in a post). This leads them to the product page, where they can choose size, color, or other product variations.
Customers tap the Checkout button under the product photo to make a purchase. A new page appears where users can input their shipping address and billing information and confirm their order. They only need to provide this information when making their first purchase.
Once the order is complete, Instagram sends shipping and delivery notifications on the app’s notifications page and, if they’ve enabled Instagram notifications, the user’s lock screen.
Start selling your products on Instagram
Shopify comes with powerful tools that help you list, promote, and sell products on Instagram. Create product collections, showcase your brand and products, and make sales on Instagram from one place.
Why should ecommerce businesses use Instagram Checkout?
Instagram Checkout streamlines purchases for you and your customers and provides these additional opportunities for your business:
Reach new people in tagged posts
Both your business and other Instagram users can tag products. For instance, if you collaborate with a content creator, you can give them permission to tag your products in their posts. This way, creators who feature your products can direct their followers to your product page, where purchases can be made with just a few clicks.
In-app product launches
Instagram offers a product launch tool that lets businesses send followers push notifications, product previews, and timely reminders. You can create interactive campaigns and generate excitement, all within the app.
Dedicated product pages
Highlight your offerings with dedicated product pages, where you can give shoppers all the important information they need to make a purchase. These pages display pricing, photos, and product specs, giving your customers a simple way to browse your inventory.
Product pages are distinct from regular Instagram posts. While products can be tagged in a post, a product page includes pricing and transaction features like Add to Cart and Buy Now. Product pages also list additional products from your shop below the photo rather than user comments.
How to set up a shop with Checkout on Instagram
- Check your eligibility
- Connect with a platform partner or Commerce Manager
- Customize your shop
- Manage your catalog
- Inform your followers
Here’s how to use Instagram Checkout with your business account:
1. Check your eligibility
To use Instagram Checkout, you must:
- Be in a supported country
- Comply with Meta policies
- Have product listings available for direct purchase on your website
- Ensure all product information is accurate and transparent
To learn more about your eligibility, read Instagram’s commerce eligibility requirements.
2. Connect with a platform partner or Commerce Manager
There are two options for integrating your business with Instagram Checkout:
- As a platform partner. Businesses using one of Instagram’s supported platform partners, including Shopify, can speed up their onboarding process by joining through their platform account.
- Through the Commerce Manager. If you don’t use a supported partner, you can integrate Instagram Checkout through the app’s Commerce Manager, a place to manage your catalog and sales on Facebook and Instagram.
3. Customize your shop
There’s more to Instagram shops than listing items for sale. With Commerce Manager, your business can create unique visuals for your brand, customize your homepage by uploading branded images, or highlight your top products in a grid. Arrange your product collections for easy navigation, and update your inventory through the settings tab to keep everything current.
4. Manage your catalog
Ensure your product catalog is up to date. Confirm every item in your inventory is available for purchase, has a photo, and has a captivating product description. You can do this through Commerce Manager or a platform partner account. (When items are discontinued or out of stock, you may wish to remove product tags and listings from Instagram.)
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5. Inform your followers
Once you’ve onboarded Instagram Checkout, customized your shop, and reviewed your catalog, you can share the news with your followers. Create a story or upload a post telling them how easy it is to shop with your brand on Instagram.
Ensure your products get seen with product tags. This will help future customers find your inventory and allow you to connect your product catalog directly to your posts.
To tag a product:
- Tap the plus icon at the bottom to create a new post.
- Select a photo or video from your camera roll.
- Tap Next in the top-right corner.
- Apply any edits or filters, then tap Next.
- Add your caption.
- Tap Tag Products and select the items in your photo or video.
- Search for the products, then choose them from the list.
- Tap Done and then Share to post.
Successful businesses often add product tags in Stories, Reels, feed posts, captions, and Live to gain more exposure to Instagram users.
Instagram checkout FAQ
How do you set up a business account on Instagram?
To create a business account on Instagram, create a Facebook Business Page and sign up for Instagram with a username and password. Then, switch to a business account by navigating to the menu at the top right corner of your profile, selecting “Account type and tools,” and choosing “Switch to Professional Account.”
Where is Instagram Checkout available?
To use Instagram Checkout, your business must be located in a supported country. It’s available in the US, Canada, Brazil, Mexico, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, Ukraine, the United Kingdom, Australia, India, Indonesia, Japan, Korea, Taiwan, and Thailand.
How do you enable Checkout with Instagram?
To enable Instagram Checkout, use a supported platform, like Shopify, or set it up with Instagram’s Commerce Manager. If you use Shopify, ensure you have a Facebook account and an online store before setting up the checkout feature—Shopify admin will prompt you to create one if needed.
