How to Activate Instagram Shop

Turning your Instagram profile into a storefront is one of the most effective ways to convert followers into customers right where they discover your brand. This guide walks you through exactly how to activate your Instagram Shop, from the initial eligibility check to the final setup and post-launch promotion strategies.

First Things First: What Are the Requirements for an Instagram Shop?

Before you get started, it’s important to make sure your business qualifies. Instagram is protective of its user shopping experience, so they have a clear list of requirements you must meet. Run through this checklist to see if you’re ready.

• Have a Professional Account: Your Instagram account must be set to either a Business or Creator account. If you’re still using a personal profile, you can switch it in seconds under Settings and privacy > Account type and tools > Switch to professional account.
• Connect a Facebook Page: Your Instagram professional account must be connected to a Facebook Page. This is a non-negotiable step as Meta manages all commerce features through its back-end systems. Don’t worry, you don’t need to be active on the Facebook page itself.
• Sell Eligible Physical Products: Instagram Shops are primarily designed for selling physical goods. There are some exceptions for services, but generally, tangible products are the focus. Prohibited items include animals, weapons, adult products, and alcohol, among others. You must also comply with Meta's Commerce Policies.
• Located in a Supported Market: Instagram Shopping is available in many countries, but not all of them. You can check Meta’s official list of supported countries to confirm your region is included.
• Have a Business Website: You must have a website domain from which you intend to sell your products. This helps establish legitimacy and is a core part of the setup process.

If you've checked all these boxes, you're ready to move forward. If not, take some time to get these foundational pieces in place before starting the setup process.

How to Activate Your Instagram Shop: A Step-by-Step Guide

Activating your Shop involves a few key steps executed across Instagram, Facebook, and potentially your e-commerce platform. Follow this process carefully to ensure a smooth setup.

Step 1: Connect Your Instagram to Meta Commerce Manager

Meta Commerce Manager is the central hub where you’ll manage your product catalog and shop settings. This is where everything gets connected.

1. Navigate to the Meta Commerce Manager and click "Start Shopping Setup."
2. Choose your preferred checkout method. Most businesses choose "Checkout on another website," which directs customers to your e-commerce site to complete their purchase. This is the simplest way to get started.
3. Select the professional Instagram account and the corresponding Facebook Page you want to connect. If they're not visible, make sure they're properly linked in your Instagram account settings.
4. Provide your business email address for communication.
5. Next, you'll be prompted to create or select a product catalog. This is the heart of your Instagram Shop.

Step 2: Create and Populate Your Product Catalog

A product catalog is a digital file that contains all the essential information about the products you want to sell, like prices, images, descriptions, and links. You have two primary ways to create and manage your catalog.

Method A: Using an E-commerce Platform Integration (Recommended)

This is the easiest and most popular method. If you use a platform like Shopify, BigCommerce, or WooCommerce, you can connect it directly to Meta. This allows your inventory, pricing, and product details to sync automatically, saving you tons of time.

Here’s an example using Shopify:

• From your Shopify dashboard, install the "Facebook & Instagram" sales channel app.
• Follow the setup prompts to connect your Facebook account, Business Manager, and Ad Account.
• The app will automatically sync your Shopify products to create a new catalog in Meta Commerce Manager.
• Any time you update a product in Shopify (e.g., change the price or add a new photo), the change will automatically reflect in your Instagram Shop catalog.

Using a partner platform automates the most time-consuming part of managing a shop and drastically reduces the chance for errors like displaying out-of-stock items.

Method B: Creating a Catalog Manually in Commerce Manager

If you don't use a supported e-commerce platform or have a very small number of products, you can build your catalog manually.

• Inside Commerce Manager, select "Create New Catalog."
• Choose the manual upload option.
• For each product, you’ll need to provide the following details:
  • Title: A clear, descriptive name of the item.
  • Images: High-quality photos from multiple angles (minimum 500x500 pixels).
  • Description: Details about the product, including material, size, and features.
  • Website Link: The direct URL to the product page on your website.
  • Price: Must be accurate and include the correct currency.
  • Availability: Mark it as in stock, out of stock, or available for pre-order.

While manual entry works, it requires ongoing maintenance. If a price changes or an item goes out of stock, you'll need to remember to update it here and on your website.

Step 3: Submit Your Shop for Review

Once your catalog is created and connected, it's time to submit your account for review. Instagram's team will check to ensure your business, products, and account all comply with their commerce policies.

1. On your Instagram profile, go to Settings and privacy > Business tools and controls.
2. Select "Set up Instagram Shopping" (this option may vary slightly based on your account).
3. Follow the on-screen prompts. Instagram will ask you to confirm your business information, connect your catalog, and agree to the terms.
4. Once you've completed the steps, submit your account for review.

The review process typically takes a few days, but can sometimes take longer. You'll receive a notification within the Instagram app once your account is approved. You can also check the status inside Commerce Manager.

Step 4: Enable Shopping Features in Instagram

Congratulations, you’ve been approved! The final step is to officially turn on the shopping features within the app. Sometimes this happens automatically after approval, but it's always good to double-check.

1. Go to your Instagram Settings and privacy > Business tools and controls.
2. Select "Shopping."
3. Choose the product catalog you want to connect to your account.
4. Tap "Done."

Once you complete this, you should see a "View Shop" button appear on your Instagram profile and you'll have access to product tagging features across your content.

Your Shop is Live! Here's How to Drive Sales

Simply having a shop isn't enough, you need to tell people about it and integrate it into your content strategy. Here are some actionable ways to promote your products and make it easy for your followers to buy.

1. Create Shoppable Posts and Reels

Product tagging is your best tool. You can tag an item from your catalog directly on a photo or a video, creating a direct path to purchase.

• In Feed Posts: When creating a new post, tap "Tag Products." Search your catalog for the item and place the tag on the relevant area of the photo or video. You can tag multiple products in a single post, which is great for "shop the look" content.
• In Reels: When you're ready to share your Reel, tap "Tag Products" on the share screen. You can feature specific products or an entire collection.
• In Stories: Use the "Product" sticker. You can search for the specific item in your catalog and place the sticker anywhere in your Story. When tapped, it will take the viewer directly to that product page.

2. Organize Products into Collections

Your shop is like a mini-website on your profile. Keep it organized by grouping related products into Collections. They function like categories, making it easier for customers to browse. Think thematically!

For example, a clothing brand might create collections like:

• "The Fall Edit"
• "Trending Best-Sellers"
• "Workleisure Essentials"
• "Gift Ideas Under $50"

You can create and manage Collections directly in Commerce Manager.

3. Curate Your Shop's Look and Feel

Don't let your shop tab be a random grid of products. Customize it to reflect your brand's aesthetic. You can merchandise your shop by creating a custom layout, featuring a "hero" product image at the top, and prioritizing the order of your collections. This creates a much more intentional and professional browsing experience for anyone who lands on your Shop.

4. Promote Product Drops and New Arrivals

Build anticipation around new product launches using Instagram's native tools. The "Product Launch" feature allows you to create reminder notifications for your followers. They can opt in to be alerted the moment a new item goes live, driving a rush of traffic right at launch time. Use this for limited-edition items or highly anticipated restocks to create urgency.

5. Run Ads with Product Tags

Move beyond standard ads by creating promotions with product tags. This lets users shop directly from the ad without leaving Instagram. You can boost existing shoppable posts or create brand new campaigns in Meta Ads Manager. Lookalike audiences based on past purchasers are especially effective here, as you're reaching people with similar buying habits to your existing customers.

Final Thoughts

Setting up your Instagram Shop transforms your profile from a simple brand awareness tool into a powerful and direct sales channel. By following these steps - from confirming your eligibility and creating a catalog to tactically tagging your content - you can create an integrated shopping experience that makes it incredibly easy for followers to become customers.

Once your shop is generating sales, keeping a consistent rhythm of shoppable posts and Reels is what sustains that momentum. That's where we’ve found a simple planning tool makes all the difference for our own growth. We built Postbase to help us visually schedule our content calendar, approve posts featuring new products, and view all our upcoming Shoppable content across platforms from one clear and intuitive view.