How to Apply for Instagram Shopping

Transforming your Instagram feed from a simple gallery into a powerful sales channel starts with enabling Instagram Shopping. This guide breaks down exactly what you need to do to get approved, tag products directly in your posts, and start selling. We'll cover everything from the initial eligibility checklist to the final step-by-step application, so you can turn your followers into customers directly from the app.

First, What Is Instagram Shopping?

Instagram Shopping isn't just one thing, it's a suite of features that allows e-commerce brands to create a digital storefront within the Instagram app. Once you're approved, you can turn nearly any content format - from traditional feed posts to ephemeral Stories and viral Reels - into a direct shopping gateway for your products. It's about reducing friction and cutting down the number of clicks it takes for someone to go from saying "I want that!" to "I just bought that."

The core features include:

• Product Tags: The most recognizable feature. Think of them as regular tags, but for your products. You can tag products in photos and videos (including Reels), letting users tap to see the product's name and price, and then click through to learn more or purchase.
• The Shop Tab: This turns your Instagram profile into a mini-storefront. Users can tap the "Shop" button on your profile page to browse your entire catalog without ever leaving the app.
• In-App Product Detail Pages (PDPs): When a user taps on a tagged product, they aren't taken straight to your website. Instead, they land on a Product Detail Page within the Instagram app that pulls images, descriptions, and pricing from your catalog. If they want to buy, a tap of "View on Website" takes them directly to your website's checkout.
• Collections: Much like a real-world store, you can curate your products into collections based on themes like "New Arrivals," "Gift Ideas for Her," or "Bestsellers." This helps users find what they're looking for faster.
• Live Shopping: You can feature your products in a Live broadcast, provide in-depth information, answer questions, and allow viewers to purchase directly from the Live stream. Your most engaged audience can shop while watching a demo, tour, or Q&A session.

Before You Apply: The Non-Negotiable Eligibility Checklist

Before you get into the application itself, it’s important to make sure you meet Instagram’s baseline requirements. If you're missing any of these pieces, your application will be rejected. Make sure each one of these items is checked off before proceeding.

• Location & Commerce Policies
• Your business must be located in a supported market. You also must adhere to Instagram's Commerce Policies, which rule out certain items such as services, alcohol, supplements, or weapons.
• Eligible Products
• You must primarily sell physical goods. This means digital products, subscriptions, and services - including consulting, tickets, or training - are mostly ineligible. The commerce policy has a full list of prohibited content, like weapons, drugs, and adult products. Review these rules carefully.
• Business or Creator Account
• If you're still on a personal account, now is the time to switch. You can change your account type in the Instagram app by going to "Settings" >, "Account" >, "Switch to a Professional Account." Both business and creator accounts work, but a business account is usually the best choice since it can connect to a Facebook Commerce Account, which is a key part of the setup.
• An Active Facebook Page
• Since Meta owns both Instagram and Facebook, you'll need to connect your Instagram professional profile to a Facebook Page. If you don't have one yet, a simple page with just a business name and a profile picture is enough to meet this requirement.
• E-commerce Website Domain
• Instagram Shopping does not act as an e-commerce platform itself, it serves as a portal to a website domain that you fully own. You must have a website of your own where customers will actually complete their purchases. This means you can't sell through marketplaces like Etsy or Amazon. You need your own e-commerce store on a platform like Shopify, BigCommerce, etc.
• Trustworthiness & Authenticity
• Your account must demonstrate trustworthiness and maintain an authentic, established presence. This generally requires having an active follower base and a history of sufficient content.

The Step-by-Step Guide to Applying

Once you've cleared the eligibility checklist, you're ready to tackle the application process. Follow these steps carefully to get your shopping features enabled.

Step 1: Create a Commerce Manager Catalog

The first central asset you need is a product catalog in Facebook's Commerce Manager. This catalog will power your Instagram Shop. You can do this in one of two ways:

• Manual Upload: For small catalogs with a handful of products, you can manually add them within Commerce Manager. You’ll just click "Add Item" and fill in the details like an image, name, description, price, and a link to its page on your website.
• Connect Your E-commerce Platform: This is the recommended method. Major e-commerce platforms like Shopify, BigCommerce, and others offer direct integration with Facebook Commerce Manager. By choosing this option, your catalog will automatically sync, keeping products, pricing, and other details up-to-date.

Step 2: Connect Your Instagram Account in Commerce Manager

Now that the catalog is ready in Commerce Manager, you need to connect it to your Instagram profile. Go to the Commerce Manager dashboard to add your Instagram business profile as a sales channel. Select "Instagram" and follow the prompts to complete the connection process. If you haven't already linked your accounts, you'll be guided to do so here. Instagram may require you to verify your website domain ownership to complete the connection on your platform's dashboard as well, as a way to prove that you own the website domain and its products.

Step 3: Submit Your Account for Review

With everything in its place, it’s time to head to the Instagram app. Go to your profile and navigate to "Edit Profile," then select "Set Up Instagram Shopping" and follow the prompts. Instagram will ask you to confirm your account and product catalog to make sure everything looks correct. Next, your account will be put under review by Facebook. This process typically takes a few days, but in some cases, it can be longer. You can track the status of your application in Commerce Manager via a notification if there's any update about your application.

Step 4: Turn On Shopping Features

Once you're approved, you will get a notification from Instagram. Now, you’ll see an option to turn on shopping features. To enable shopping, go to "Settings" >, "Business" >, "Shopping." From there, select the product catalog you connected earlier. Once enabled, you can finally start selling. To tag a product in a new post, Story, or Reel, look for a "Tag Products" option before you publish. This works just like tagging a person - simply tap on the product in your photo or video and select the corresponding item from your catalog. You can tag up to five products per post, turning your content into a direct call to action.

What If You're Denied? Troubleshooting Rejections

If your application gets rejected, it is not the end of the world. You’re allowed to address the problem and apply again. Here are the common reasons behind most application rejections and what to do in these scenarios:

• Commerce Policy Violation: This is the most common reason for rejection. Review the commerce policies thoroughly to ensure you aren't selling prohibited items, such as nutritional supplements, weapons, or other restricted goods.
• Lack of Authenticity or Trustworthiness: Instagram prioritizes accounts with an active and credible background. To demonstrate this, maintain a consistent posting schedule, build an engaged following, and ensure your Instagram and Facebook profiles clearly state the nature of your business.
• Incomplete or Incorrect Domain: Your application may be rejected if your website details are unclear. Ensure your website has visible and easily accessible shipping, return, and privacy policies, along with a listed business address. If you're denied for this reason, correct the issues on your website and then re-apply. For persistent issues, use the appeal button in the denial notice to request a manual review by a person. If that doesn't resolve the situation, contact Commerce Manager support directly. A manual review typically takes one to two business weeks to complete.

Maximizing Your Sales with Instagram Shopping

Getting approved is only half the battle. Now that the tools are set up, here's how to make them work for you.

• Use High-Quality Photos and Videos: Instagram is a visual platform. Your content should feature professional, high-quality images and videos that clearly showcase your products in use. This builds trust and gives customers the confidence to make a purchase.
• Tag Products Consistently: Make shopping easy by consistently tagging products across all content formats, including Posts, Stories, and Reels. The more opportunities you give your audience to shop, the more sales you'll generate. Video content that shows people using and enjoying your products is particularly effective for social proof and can significantly boost conversions.
• Create Curated Collections: Organize your products into themed collections in your Instagram Shop, such as "Best Sellers," "New Arrivals," or "Holiday Gifts." This helps customers navigate your offerings and find what they're looking for more easily. Feature these collections prominently in your Story Highlights to ensure they are the first thing visitors see on your profile.
• Leverage User-Generated Content: Encourage your customers to post photos with their purchases and tag your account. When you find high-quality content, reach out and ask for permission to feature it. Sharing posts from real customers provides powerful social proof, builds community, and makes your brand feel more authentic and trustworthy.

Final Thoughts

Getting approved for Instagram Shopping involves a straightforward but detailed process. It's essential for any brand using Instagram to sell products. By following each step - from meeting eligibility requirements to setting up your catalog and promoting your shoppable content - you can create a seamless sales experience that turns followers into loyal customers.

As you begin to blend shoppable posts with other content needs across your social channels, keeping everything organized can become a challenge. A dedicated social media management platform like Postbase can help. Our all-in-one visual calendar allows you to plan, schedule, and edit content across all your platforms from a single dashboard. This saves you valuable time, allowing you to focus on engaging with your community and growing your brand.