How to Set Up an Instagram Shop Without a Website

Thinking you need a full-blown website to start selling your products online? Think again. Setting up an Instagram Shop lets you sell directly to your audience within the app they already use and love. This guide will walk you through every step of creating a fully functional storefront on Instagram, from setting up the backend with Meta's tools to tagging your very first product, all without a website.

What is Instagram Shopping and Why Does It Work?

Instagram Shopping is a set of features that allows businesses to create a digital storefront directly on their Instagram profile. Instead of sending potential customers to an external link, which adds friction and increases the chance they’ll drop off, you can make your entire feed, your Stories, and your Reels shoppable. When users see a product they like, they can tap a shopping tag to see more information like the price and description.

The real game-changer for businesses without a website is a feature called Checkout on Instagram. This lets customers complete their entire purchase - from discovery to payment - without ever leaving the Instagram app. Your Instagram profile becomes a self-contained e-commerce machine, simplifying the buying process and turning browsers into buyers more effectively.

Eligibility Requirements for Instagram Shopping

Before you get started, make sure your business checks all the boxes. Instagram has a few clear requirements to maintain a trusted shopping environment. You must:

• Be located in a country that supports Instagram Shopping.
• Sell eligible physical products. Services, digital products, and certain restricted items are not permitted.
• Operate from an Instagram Business or Creator account.
• Connect your Instagram account to a Facebook Business Page.
• Comply with Meta's Commerce Policies and Terms of Use.

If you meet these criteria, you're ready to start building your shop.

Step-by-Step: Setting Up an Instagram Shop Without a Website

Follow these steps carefully to get your shop up and running. While it involves a few different settings across Instagram and Facebook, the process is straightforward when taken one piece at a time.

Step 1: Convert Your Profile to a Business or Creator Account

A professional account is a non-negotiable first step. It gives you access to the tools you need to set up shopping, view analytics, and run ads. For most sellers, a Business Account is the best choice.

How to make the switch:

1. Go to your Instagram profile and tap the menu icon (three horizontal lines) in the top-right corner.
2. Tap Settings and privacy.
3. Scroll down and tap Account type and tools.
4. Select Switch to professional account and follow the on-screen prompts. Choose a business category that best describes what you sell.

Once you’ve converted your account, you’ll unlock features like post insights, a contact button on your profile, and the ability to promote your content.

Step 2: Connect to a Facebook Business Page

Even though you don't need a website, you do need a Facebook Page. This page acts as the central hub for Meta's business tools, including Commerce Manager, where you’ll manage your shop. Don't worry, you don’t need to be active or post on the Facebook Page if you don't want to, it just needs to exist for the connection.

How to connect your page:

1. If you don't have one, go to Facebook and create a new Business Page. Make sure it has the same name and branding as your Instagram account for consistency.
2. On Instagram, go to your profile and tap Edit profile.
3. In Public business information, tap on Page.
4. Select the Facebook Page you want to connect, or create a new one.

Step 3: Set Up a Shop in Meta Commerce Manager

Commerce Manager is the heart of your selling operation. This official Meta tool is where you will manage your product catalog, orders, shipping, and payments. Setting this up correctly is the most important part of the process.

How to get started:

1. Go to facebook.com/commerce_manager and click Get Started.
2. Select Create a Shop.
3. You'll be asked about your checkout method. Choose Checkout with Facebook or Instagram. This option allows customers to buy directly within the app and is the key to selling without a website.
4. Select the Instagram Business account (and associated Facebook Page) where you want to add the shop.
5. Set up your business details. You’ll need to provide your business address and verify your business email.
6. You’ll then be prompted to set up payment information. This involves linking your bank account so you can receive payouts from your sales. You will also need to provide tax identification information, such as your Social Security Number (for sole proprietors) or business EIN.
7. Configure your shipping and return policies. Specify your shipping methods (e.g., standard, expedited), shipping costs, and the amount of days customers have to return a product.

Step 4: Create and Populate Your Product Catalog

Your catalog is the collection of all the items you want to sell. Since you don't have an e-commerce website to sync from, you’ll be adding your products manually. This gives you full control over how your items are presented.

How to add products manually:

1. In Commerce Manager, navigate to the Catalog tab and select Items.
2. Click Add Items and choose the Add Manually option.
3. For each product, you'll need to fill out some key information:
   • High-Quality Images or Videos: This is your most important asset. Use clear, well-lit photos. Upload at least three photos per product from different angles. Videos showing the product in use are even better.
   • Product Title: Be clear and descriptive. Include key identifiers like brand, material, or model if applicable.
   • Description: This is your sales pitch. Describe the benefits, features, materials, and why someone should buy it. Use bullet points to make it easy to scan.
   • Price: Set your price. Make sure to specify the correct currency.
   • Inventory: Enter how many units of the product you have available. The stock will automatically update as you make sales.
   • Variants (optional): If your product comes in different sizes or colors, add them as variants.
4. Once you've filled everything out, click Upload Items. Repeat this for all the products you want to sell.

Step 5: Submit Your Shop for Review

After your catalog is set up, Instagram needs to review your account to make sure it complies with their commerce policies. This review process is automatic.

Just wait a few days for Instagram to review and approve your shop. You can check the status in Commerce Manager. You will be notified when your approval comes through.

Step 6: Turn On Instagram Shopping and Start Tagging Products

Once approved, it’s time to bring your shop to life.

How to enable shopping:

1. Go to your Instagram profile and tap Settings and privacy.
2. Select Business and tap on Shopping.
3. Select the shop account you want to connect, and click Continue.

You can now start tagging items in your posts, Stories, and Reels. When you create a new post or Story, select 'Tag Products' and choose the item from your catalog. A "View Shop" button will now appear on your Instagram profile, directing customers to your collections.

Best Practices for Selling on Instagram Without a Website

Setting up your shop is only one part of the equation. Achieving success involves a consistent strategy and high-quality engagement.

Prioritize High-Quality Visuals

Instagram is a visual platform, so your photos and videos are everything. Invest in high-quality equipment. Take photos that are clear, bright, and show your products from multiple angles. Using customer photos showing your product in action (user-generated content) can build trust through social proof.

Leverage All Content Formats

• Feed Posts: Tag up to five products in a single image or carousel post to showcase how different products can be styled together.
• Reels: Create short video tutorials showing your product up close or a behind-the-scenes look at how it's made. Tagging the product in the video makes it instantly shoppable.
• Stories: Use product stickers in your Stories to allow people to purchase with just one tap.

Engage With Your Community

Without a dedicated customer support page, your Instagram account is your primary channel for communication. Respond to all comments and DMs promptly and attentively. This builds relationships and shows potential buyers you're a trustworthy and engaged brand.

Create Collections in Your Shop

Your shop tab can be organized by grouping products into collections. You can create collections for "New Arrivals," "Best Sellers," or specific product categories like "Shoes" and "Dresses." This makes it easier for shoppers to discover the products they are looking for.

Final Thoughts

Setting up an Instagram Shop without a website is not only achievable but also a powerful e-commerce strategy. Using Meta's built-in Commerce Manager and checkout features, you can turn your Instagram profile into a self-sufficient sales engine, allowing you to connect directly with your audience where they are most engaged.

Once your shop is up and running, you will need to stay on top of new products and promote your best-selling items. Keeping all of your upcoming posts scheduled across all of your available social media accounts can become a challenge. A visual calendar helps you keep on track every month by allowing you to schedule your content calendar in advance, making sure all of your content is getting maximum viewership. Check out Postbase, our platform designed to help content creators stay organized and save time on social media.