Instagram Shopping 101: A Step-by-Step Guide for Marketers
Forget malls: these days, Instagram is the place to shop till you drop.
Sure, Orange Julius is no good for a mid-event snack, but Instagram Shopping offers a social media retail opportunity to reach an audience of over 1 billion monthly users.
Instead of directing customers from your Instagram account to your website, Instagram Shopping makes it easy for them to select and purchase products from within the app.
Every month, more than 130 million users click on an Instagram shopping post — traffic that a brick-and-mortar store owner can only dream of. So, if you have products to sell, it’s time to set up your virtual storefront. Let’s start.
First, watch this video to learn how to set up your Instagram store:
What is shopping on Instagram?
Instagram Shopping is a feature that allows e-commerce brands to create a digital shared catalog of their products right on Instagram.
Users can learn more about products right in the app and either make a purchase directly on Instagram (via Checkout) or click to complete the transaction on the brand’s e-commerce site.
Product sharing or sales promotion on Instagram is nothing new. According to Instagram, 87% of users say influencers inspired them to buy, and 70% of avid shoppers turn to the platform to discover new products.
In the past, the only way for online brands to directly drive sales traffic from Grams was either a bio link or clickable Instagram stories.
With these new Instagram Shopping features, the whole process is simplified. View, like, buy in a few clicks: the full cycle of Ariana Grande.
Here are a few key details and terms that every Instagram seller should know before getting started:
The Instagram Store is a customizable digital brand storefront that allows shoppers to shop directly from your Instagram profile. Think of it like a landing page where users can find or view all of your products.
Product detail pages display all the key information about a product, from product descriptions to pricing and photos. The product details page will also display any images tagged with the product on Instagram.
Source: Instagram
Use the shopping tag to tag items from your catalog in your Instagram stories, videos, or posts so your audience can click to learn more or buy. US businesses using Instagram’s limited Checkout feature can also tag products in post captions and bios. (You can also use shopping tags in ads! Yowza!)
With Checkout (currently only available in select regions), customers can shop directly from Instagram without leaving the app. (For brands without a checkout feature, customers will be redirected to the checkout page on the brand’s own e-commerce site.)
The new Store Discovery tab in the Instagram app also provides a discovery tool for non-followers. Browse brands big and small from all over the world: this is Showcase 2.0.
How to get approved for shopping on Instagram
Before you can set up Instagram Shopping, you need to make sure your business meets a few requirements.
- Your business is in a supported market where Instagram Shopping is available. Check the list for confirmation.
- You are selling a physical product that meets the requirements.
- Your business complies with the Instagram Trade Agreement and Commercial Rules.
- Your business owns your e-commerce site.
- You have a business profile on Instagram. If your account is set up as a personal profile, don’t worry – it’s easy to change your settings to business.
How to set up shopping on Instagram
Step 1: Convert to a business or author account
If you don’t already have a Business (or Creator) account on Instagram, it’s time to take the plunge.
In addition to giving you access to the Instagram Shopping features, business accounts also have access to all sorts of exciting analytics… and can also use the Hootsuite scheduling panel to post.
Plus, it’s free. Let’s! Here’s our step-by-step guide to switching your personal account (and 10 reasons why you should!).
Step 2: Use Commerce Manager to Set Up Your Store
1. Use Commerce Manager or a supported platform to set up your store.
2. To select a checkout method, select where you want customers to shop.
Tip: Checkout on Instagram is recommended for US businesses because it allows people to buy your products directly from Instagram. Get more information on configuring Checkout features here!
3. To select sales channels, select the Instagram business account you want to link to your store.
4. If you have a Facebook page, check the box next to your account to have a shop on both Facebook and Instagram.
Step 3: Connect to the Facebook Page
If you have a Facebook page, you can connect it to your Instagram store to make sure everything runs smoothly. You no longer need to have a Facebook page to set up an Instagram store, but if you want to, here’s how to set it up in seven easy steps. I’ll be waiting.
Now it’s time to tie them up!
1. On Instagram, go to “Edit Profile”.
2. In the Public Business Information section, select Page.
3. Select your Facebook business page to connect.
4. Ta-da!
Step 4. Download the product catalog.
Okay, this is the part where you actually download all of your products. Here you have several different options. You can manually enter each product in Commerce Manager, or you can integrate an existing product database from a certified e-commerce platform (like Shopify or BigCommerce).
Cool Tip: Hootsuite now has Shopify integration so it’s super easy to manage your catalog right from your dashboard!
Let’s walk through each directory creation option step by step.
Option A: Commercial Manager
1. Sign in to Commerce Manager.
2. Click Directory.
3. Click Add Products.
4. Select Add manually.
5. Add a product image, title, and description.
6. If you have an WeU or unique product ID, add it to the Content ID section.
7. Add a link to a website where people can buy your product.
8. Add the price of your product that is listed on your website.
9. Select the availability of your product.
10. Add product category details such as condition, brand, and tax category.
11. Add shipping options and return policy information.
12. Add options for any options like colors or sizes.
13. When you’re done, click Add Product.
Option B: Ecommerce database integration
1. Go to Trade Manager.
2. Click the Catalog tab and navigate to Data Sources.
3. Select “Add Items”, then “Use Partner Platform”and click “Next”.
4. Choose the right platform: Shopify, BigCommerce, ChannelAdvisor, CommerceHub, Feedonomics, CedCommerce, adMixt, DataCaciques, Quipt or Zentail.
5. Follow the link to the partner platform website and follow the instructions to link your account with Facebook.
Hot Tip: Don’t forget about catalog maintenance. Once your catalog is set up, it’s important to maintain it. Always update product photos and hide inaccessible items.
Step 5: Submit your account for verification
At this point, you need to submit your account for verification. These checks usually take a couple of days, but can sometimes take longer.
1. Go to your Instagram profile settings.
2. Click “Register to buy on Instagram”.
3. Follow the instructions to submit your account for verification.
4. Check the status of your app by visiting Purchases in Settings.
Step 6Enable Shopping on Instagram
Once you’ve gone through the account verification process, it’s time to connect your product catalog to your Instagram store.
1. Go to your Instagram profile settings.
2. Click Business, then Shopping.
3. Select the product catalog you want to connect to.
4. Click Finish.
How to Create Shopping Posts on Instagram
Your digital store shines and shines. Your inventory is bursting at the seams. You are ready to start making that money – all you need is one or two clients.
Watch this video to learn how to tag products in Instagram posts, videos and stories right on Instagram:
How to Create Shopping Stories on Instagram
Use the stickers feature to tag a product on your Instagram story.
Upload or create your content for your story as usual, then click the sticker icon in the top right corner. Look for the “Product”sticker and select the appropriate product from your catalog.
How to Create an Instagram Shopping Ad
Either promote a post with a buy option you’ve already created, or create an ad from scratch in Ads Manager using Instagram product tags. Easy!
Product tagged ads can either lead to your eCommerce site or open Instagram Checkout if you have this feature enabled.
Check out our Instagram Ads guide here for more information on Ads Manager.
How to create a shopping live feed on Instagram
In many parts of the world, live shopping is an integral part of the e-commerce culture. With the introduction of Instagram Live Shopping, businesses in the US can now use Instagram payment during live streaming.
Essentially, Instagram Live Shopping allows creators and brands to connect live with shoppers, post product demos, and encourage real-time purchases.
This is a powerful tool, so it deserves its own detailed blog post. Luckily we wrote one. Get 4-1-1- on live shopping on Instagram here.
How to Create an Instagram Shopping Guide
Instagram guides, one of the app’s latest features, are like mini-blogs that live right on the platform.
For users with an Instagram store, this can be a great way to promote products from some editorial standpoint: think of gift guides or trend reports.
1. On your profile, click the plus icon in the top right corner.
2. Select Guide.
3. Click Products.
4. Find the list of products you want to enable by account. If you have saved the product to your wishlist, you can also find it there.
5. Select the product you want to add and click Next. You can enable multiple posts for a single entry, if available. They will be displayed as a carousel.
6. Add a title and description for the guide. If you want to use a different cover, click Change Cover.
7. Double check the pre-filled place name and edit it if necessary. Add a description if you like.
8. Click “Add Products”and repeat steps 4-8 until your guide is complete.
9. Click Next in the upper right corner.
10. Click Share.
12 Tips to Sell More Products with Instagram Shopping
Now that your virtual shelves are full, it’s time to grab the attention of a potential buyer.
Here are some tips to encourage users to shop till they drop. (Or should it be “Gram, while they…bam?”Hmmm, still working on it.)
1. Use vibrant visuals
Instagram is a visual medium, so your products need to look good on the grid! Choose high-quality photos and videos to make your products look professional and attractive.
Just look at how fashion brand Lisa Says Gah playfully showcases her bags: they hang from the hand holding a bottle of wine.
Make sure you’re using the latest image and video specifications (Instagram sometimes changes this), and photos and videos are as high resolution as possible.
If you can, give your products an exciting editorial vibe by showcasing your products in action or in a real setting. Sharing beautiful shots with details can also be an attractive option. For more Instagram post inspiration, check out this episode of Fridge-worthy, where two of our social media experts explain why this furniture store is SO GOOD at selling us carpets:
Pro Tip: Experiment with these photo editing tools to really stand out from the crowd.
2. Add hashtags
Using relevant hashtags on Instagram is a smart strategy for all posts, including shopping content.
They will increase the chance of you being discovered by someone new, opening up whole new avenues for potential interaction.
Searching for the #shoplocal tag, for example, turns up a lot of small businesses, like epoxy artist Dar Rossetti, that I can buy from on the spot.
Using the right hashtags can also help you land on the Browse page, which has a dedicated Store tab that is visited by more than 50% of Instagram users every month (that’s over half a billion people).
3. Share a sale code or promo code
Everyone loves great deals, and running an ad campaign is a surefire way to drive sales.
Leisure clothing brand Paper Label is promoting a sale of its signature essentials. Interested users can simply click to take advantage of the deal and be wearing spandex in no time.
When you promote the code directly in your Instagram posts, it becomes even easier for buyers to take action.
4. Show your product in action
The most popular type of video content on Instagram is the instructional video. And this format is perfect for shopping posts because it offers viewers product education and proof of concept.
Here Woodlot shows one of their essential oil soaps in action, lathered right before bathing.
5. Be authentic
All the principles of social media engagement apply to product posts… and that includes the golden rule of authenticity.
There is no need to stick to a copy of the product. Your personality and voice should shine here! Seize the opportunity to connect with your audience with a thoughtful caption that offers amazing insight or emotional connection. What inspired the work? How was it done? Storytelling is a sales tool as old as the world.
Postpartum care company One Tough Mother backs up all of its product messages with empathetic, often funny rants about the new motherhood.
6. Play with color
Color always draws attention, so don’t be afraid to use a bright hue as the backdrop for your product shot.
Artist Jackie Lee shares her graphic prints against a neon backdrop for maximum impact.
If you notice that a certain color palette is popular among influencers, choose something contrasting to stop the scrollers.
7. Create a corporate identity
A consistent aesthetic on Instagram will help you increase your brand awareness and assert your identity.
It also helps customers, when scrolling through their feed or viewing the Overview tab, recognize your messages at a glance.
Did you know? Companies that tag products in their feed posts average 37% more sales.
Sebastian Sochan makes handmade tufted rugs in London and displays all of his pieces in a unique way in his studio. The color palette and lighting stay the same in every scene.
Your Instagram branding should match your brand visuals elsewhere. Your website, ad, and product packaging should all work together with complementary images.
8. Be Inclusive
If you want your brand to reach a wide audience, you need to make sure your images are meaningfully representative.
With over a billion users, it’s safe to say that Instagram users are a diverse group.
But all too often people in stocks and Instagram images look the same: white, healthy, slim. Delight all your potential clients with models showing all possible body types.
Vintage goods brand Aisle uses models of all genders, sizes and races to promote their products.
Another inclusivity tip: Caption images descriptively so visually impaired users can learn all about your great product.
9. Share User Content
User-generated content (UGM) refers to any posts or stories from Instagram users that feature your products.
Not only do these posts provide new, real-life images of your photos in action, but they also increase your credibility. This is because messages from real users are considered more authentic, and this authenticity leads to higher trust. They are like visual evidence.
Mother Funk boutique in Toronto regularly posts photos of locals in their clothes.
10. Create an engaging carousel
Showcase your range with a carousel featuring a variety of products. It’s a quick way for users to take a closer look at your latest collection without going all the way to your Instagram store.
11. Collaborate with tastemakers
Team up with a flavor maker to help spread your product’s message further. Invite an influencer or person you admire to put together a special collection of their favorite items from your catalog.
One example: Bed linen brand Droplet teamed up with Canadian influencer Gillian Harris to create a special line of products. Cross-promotion helped to take a fresh look at their products.
You will tag them in all your posts; they’ll share with their audience (and get that warm fuzzy feeling that you’re admiring their sense of style). A win-win!
12. Create compelling calls to action
Nothing pairs better with a beautiful photo than a compelling call to action. A call to action is a cautionary phrase that encourages the reader to take action—whether it’s “Buy Now!” or “Share with a friend!” or “Get it before it’s gone!”
Eyewear brand Warby Parker, for example, gives subscribers the exact instructions they need to shop right now: “Tap [shopping bag icon] to get yours!”
Refresh your CTAs here on the blog and use your new features responsibly.
The popularity of shopping on Instagram will only grow, and it’s only a matter of time before features like Instagram Checkout go global. So this is the perfect time to dive in and find out how it can benefit your business as part of your overall social media strategy. Let digital shopping begin!
With files from Michel Sayka.
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