About shopping on Instagram

Beginning 10 August 2023, you'll no longer be able to host a shop on your Facebook or Instagram account or use Facebook product tagging in posts.Learn more.

This feature is only available to businesses in these markets using checkout on Instagram.

Shops provide access to a set of features across Instagram that let people shop your photos and videos. It gives your business an immersive storefront for people to explore your best products.

When you set up a shop on Instagram, you'll have access to seller tools such as:

• Shops: A customisable digital storefront that lets people shop directly on business profiles.
• Product tags: Tags that feature products from your catalogue that can direct customers to purchase those products from your website or in app. A tab in Explore lets people browse tagged shoppable content from brands and creators.
• Collections: A set of products that businesses can curate for their shop to help customers find the products they love.
• Product detail page: A product-focused page that showcases relevant information of an item, such as pricing and product descriptions.
• Ads with product tags: Businesses can create new ads with product tags or boost existing shopping posts in Ads Manager and the Instagram app, to increase the reach of their shoppable content. These ads drive conversions, link clicks and post engagement.

For creators on Instagram who have a merchandise provider:

• Merchandise launches: If you have an account with a merchandise provider such as Spring, Represent, Fanjoy or Universal Music Group, you can create a merchandise launch on Instagram to encourage shoppers to buy your products as soon as they become available.

Here are examples of what a shopping post and story look like on Instagram: