How to Create a Shoppable Post on Instagram

Turning Instagram scrollers into actual customers is easier than you think. By making your posts shoppable, you close the gap between inspiration and purchase, allowing followers to buy the products they see directly from your content. This guide will walk you through exactly how to set up Instagram Shopping and create posts that sell, step by step.

What Exactly Are Shoppable Posts? (And Why They're a Game Changer)

Shoppable posts look like regular Instagram posts, but with a small shopping bag icon in the corner. When a user taps a shoppable post, tags pop up showing the names and prices of the products featured. Tapping a tag takes them to a product detail page right inside the Instagram app, where they can learn more and click through to your website to complete the purchase. Voila&mdash,a seamless path from discovery to checkout.

Why does this matter? It's all about reducing friction. In the past, if a customer saw something they liked, they'd have to leave the app, search for your website, find the right product category, and then locate the item. Most people won't bother. Shoppable posts transform your Instagram feed, Stories, and Reels from a simple showcase into an interactive catalog, making it incredibly simple for people to act on their impulse to buy. It's one of the most direct ways to generate sales from your social media efforts.

First Things First: Getting Your Account Ready for Instagram Shopping

Before you can start tagging products, you need to lay the groundwork. Instagram has a set of requirements to make sure the shopping experience is legitimate and secure. Think of this as your pre-flight checklist. Here's what you need to have in place:

• Switch to a Professional Account: Your profile must be an Instagram Business or Creator account. If you're still using a personal profile, you can switch for free in your settings. Go to Settings and privacy >, Account type and tools >, Switch to professional account.
• Have an Eligible Product: You need to be selling physical goods that comply with Meta's commerce policies. Services, for example, are not eligible.
• Connect a Facebook Business Page: Your Instagram Business account must be connected to a Facebook Business Page. If you don't have one, it's easy to create. This connection is how Instagram pulls in your product information.
• Set Up a Product Catalog: This is the most important step. A catalog is a digital list of all the products you want to sell. You have two primary ways to set this up:
  • The Commerce Manager: This is Meta's own platform. You can manually upload your products, including names, descriptions, pricing, inventory, and images. It's great if you have a smaller number of products.
  • An E-commerce Platform Partner: If you use a platform like Shopify, BigCommerce, or WooCommerce, this process is much easier. These platforms have direct integrations that automatically sync your entire product catalog with Facebook and Instagram, keeping everything up-to-date.
• Submit Your Account for Review: Once all the pieces are in place, you'll need to submit your account for review. Go to your professional dashboard and look for the option to Set Up Instagram Shopping. Follow the prompts, select your catalog, and submit. The review process can take a few days, but you'll receive a notification once you're approved.

Your Step-by-Step Guide to Creating a Shoppable Feed Post

Once your account is approved for Instagram Shopping, you'll see a new "Tag products" option when creating a post. Here's exactly how to use it.

1. Start Creating a Post: Open Instagram and tap the "+" icon to create a new post. Select the photo, carousel, or video you want to share and tap "Next."
2. Edit Your Creative: Apply any filters or edits you like and tap "Next" again.
3. Find the "Tag Products" Option: You're now on the final screen where you write your caption, add a location, and tag people. Just below "Tag people," you'll see the new "Tag products" option. Tap it.
4. Place Your Tags: Tap anywhere on the image or video where you want to add a product tag. A search bar will appear.
5. Search and Select Your Product: Start typing the name of the product you want to tag. Your catalog will pop up with matching items. Select the correct one.
6. Repeat as Needed: You can add up to 5 product tags per single-image or video post, and up to 20 tags for a multi-image carousel post. Drag the tags around to place them exactly where you want them.
7. Finalize and Share: Once all your products are tagged, tap "Done." Write a compelling caption, then tap "Share." Your first shoppable post is now live!

How to Tag Products in Stories, Reels, and Live Broadcasts

Instagram Shopping isn't just for your feed. You can create shoppable moments across different formats, meeting your customers wherever they are browsing.

Shoppable Instagram Stories

For Stories, you use a special sticker to tag products. It's incredibly effective because it feels interactive and immediate.

• Create a Story by uploading a photo or video.
• Tap the sticker icon at the top of the screen.
• Select the "Product" sticker.
• Choose the product you want to feature from your catalog.
• Customize the sticker's look and place it wherever you want on your Story. Viewers can tap the sticker to see the product details and shop.

Shoppable Instagram Reels

Given the massive reach of Reels, making them shoppable is a huge opportunity. Tagging products in a Reel helps you capitalize on viral trends and entertaining content.

• Record or upload your Reel video and do your editing.
• On the final "Share" screen (where you write the caption), tap "Tag products."
• Select the products or collection you want to feature.
• The tag will appear as a small "View products" button at the bottom of your Reel.

Shoppable Live Streams

If you host live Q&As, product tutorials, or launch events, you can showcase products in real-time. This creates a powerful sense of urgency and buzz.

• Before you go live, tap the "Products" icon.
• Select the products or collection you want to feature during your broadcast. They'll be added to a tray.
• Once you're live, you can tap the shopping bag icon and pin a specific product to the screen. The pinned product will appear as a banner at the bottom, so viewers can easily tap and shop what you're talking about in that moment.

Tips for Making Your Shoppable Content More Effective

Just setting up shoppable posts isn't enough. You need to create content that encourages people to tap and buy. Here are some strategies that work.

• Show, Don't Just Tell: Instead of posting stale product shots on a white background, use lifestyle images and user-generated content (UGC). Show your products being used in real, relatable situations. People buy into a lifestyle, not just an item.
• Write Engaging Captions: Your caption should support the shoppable post. Tell a story, offer styling tips, or explain the benefits of the product. Don't just rely on the tags to do all the work.
• Include a Clear Call-to-Action (CTA): It sounds simple, but explicitly telling people what to do works. Add phrases like "Tap to shop the look," "Shop this post right here," or "Link in bio to see the full collection" to guide users' next steps.
• Create a "Shop" Story Highlight: Save all your shoppable Stories to a dedicated "Shop" or "New" highlight on your profile. This gives the content a longer lifespan and creates an easy-to-find shopping catalog for new visitors.
• Mix Products and Formats: Don't make every single post an obvious sales pitch. Weave shoppable content into your overall strategy alongside non-promotional posts. Experiment with shoppable Reels demonstrating a product's use, or a carousel post showing different ways to style one item.

Final Thoughts

Mastering shoppable posts transforms your Instagram profile from a simple brand awareness tool into a powerful engine for a sales channel for your e-commerce business. By following these steps and focusing on creative, value-driven content, you can create a frictionless shopping experience that guides your audience from inspiration to checkout effortlessly.

Planning and organizing all this content - from Reels to Stories to shoppable feed posts - can get complicated fast. At Postbase, we designed our visual content calendar specifically for the way social media works today. You can visually map out your entire strategy, drag and drop to reschedule posts, and see what's going live across all your platforms, making it easier to build a consistent and compelling shoppable presence without the headache.