Instagram Shopping: A Guide for eCommerce Brands

When it comes to eCommerce, you might not put Instagram on the list of top platforms to find hungry consumers. But the stats don’t lie – of the 1.5 billion monthly active users, 44% shop on the platform weekly.

That means on any given week, 660 million users are shopping for products and services – and are often making impulse purchases on things they never knew they wanted when they logged on.

If your brand isn’t actively engaging users on Instagram, you might be missing out on one of the best ways to boost your sales and supercharge your brand reputation. So, let’s take a look at how to get the most out of Instagram for eCommerce.

Instagram & eCommerce

The shift of Instagram from a photo-sharing app to a massive marketplace has been astounding. Stats on Instagram show that 60% of Instagram users hop on daily to find something new or interesting to give them a hit of dopamine, and 90% follow at least one business account .

To help brands make the most of the Instagram shopping experience, the platform offers a variety of features that make buying, selling, and advertising easy:

1. Instagram Checkout: Allows users to complete purchases without leaving the app.
2. Instagram Live Shopping: Enables brands to showcase products and interact with customers in real time.
3. Shopping Stickers on Instagram Stories: Businesses can add product tags to their Stories, making them shoppable.
4. Product Tags in Posts: Brands can tag products in regular posts, allowing users to tap and learn more.
5. Instagram Shopping Tab: A dedicated space for users to discover and explore products from various brands.

The key for a brand is knowing how each of these features works – and how best to make use of them across their selling strategy. When you can find the right method to reach the best consumers on the platform, you’ll start selling faster.

Setting Up Instagram Shopping

How do you start selling as a brand on Instagram? The process requires a bit of leg work up front, but if you meet the eligibility criteria, you’ll be selling in no time.

Step 1: Set Up Your Business Presence on Instagram

1. Create an Instagram business account (or convert your personal account to a business account in Settings)
2. Link your Facebook page to your Instagram account
3. Ensure your Facebook page contains accurate business information
4. Set up a Business Manager account to start tracking metrics and setting up sales

Step 2: Create Your Product Catalog

1. Upload your product catalog (Use Facebook Commerce Manager or integrate with platforms like Shopify)
2. Check that all of your product details, images, and pricing are accurate
3. Submit your account for review
   • Navigate to Settings > Business > Set Up Instagram Shopping
   • Follow the prompts to submit your account for approval (typically takes a few days)
   • Connect your product catalog to your Instagram Shop
4. Once approved, link your uploaded catalog to your Instagram profile – this creates your visible Instagram Shop

Step 3: Activate and Optimize Your Instagram Shop

1. Enable Instagram Shopping features
2. Activate product tagging in posts and stories
3. Set up your shop's appearance and organize products into collections
4. Start showcasing products

Tips for Instagram eCommerce

So, what’s a brand to do to make the most of its Instagram eCommerce experience? Here are some of the top strategies you can start trying out:

Try out Instagram’s Augmented Reality (AR)

Instagram has already jumped on the AR bandwagon to give users the ability to see products in the virtual space. If you sell products that could benefit from a digital try-it-before-you-buy-it, then you’ll want to give this a shot.

Collaborate with Influencers Often & Early

Influencers are one of the best ways to create genuine, sellable content videos on the platform. Build relationships with influencers who can act as a true brand ambassador – and equip them to tell stories of your products with their own personal brand.

Incorporate User-Generated Content

Similar to influencers, regular users are a great way to showcase your products and boost brand awareness. With user-generated content (UGC), customers can create their own reviews and experience videos that give an authentic look into the buyer experience – which you can then tag and promote within your overall eCommerce strategy.

Go Live

Instagram Live offers a unique environment for hosting live experiences for your followers. You an showcase products in real-time, answer common questions, and offer giveaways – the options are endless when it comes to how you engage with your followers on Live video!

Invest in Targeted Ads

Like other social platforms, Instagram uses Meta’s proprietary algorithm to place ads in the main feed as well as on Instagram Stories and Reels. Take advantage of the paid ad options to put tailored ad content in front of your most valuable users.

Optimize Product Tagging

Make your posts easily shoppable by tagging products strategically. Remember, you can tag up to 5 products in a single image or video post, and up to 20 in a carousel post. This is a great way to put as much of your product line in front of your followers as possible.

Measuring Success and Optimizing Performance

To gauge the effectiveness of your Instagram Shopping efforts, utilize the platform's built-in analytics tools. Instagram Insights provides valuable data on post performance, including product views, tag clicks, and website visits.

Set up a consistent time to review and analyze your results. This will help you determine where your energies are best spent optimizing your Instagram Shop. Pay attention to which products and posts receive the most engagement, and adjust your strategy accordingly!

Don’t Sleep On Instagram for eCommerce

Instagram has become one of the best places to expand and enhance your overall eCommerce brand – and if you aren’t actively carving out a niche on the platform, you’re missing out. Take the time to set up your business on Instagram and take advantage of the tools and features available to help you succeed.

Remember, it’s not just about promoting your products on Instagram – it’s about building a community and establishing a strong brand presence. With luck, you’ll build a thriving eCommerce business right on the platform – and customers will be buying, sharing, and buying again