How Instagram Shoppable Posts Can Grow Your Business

Business owners, it’s never been easier to drive traffic to your website. Instagram shoppable posts can help turn your social media followers into customers.  Read on to find out why making your Instagram shoppable is a step you should take to increasing your business’ revenue:

Why You Should Make Your Instagram Shoppable

Instagram shoppable posts gives more exposure to your website. With over 1 billion users as of June 2018, it’s a perfect place to market your goods. Making your Instagram shoppable is an excellent way to grow your business.

Shoppable posts make online purchases extremely easy.

It takes a few taps to purchase that favorite item you just discovered on IG. It provides that instant gratification that social media is known for these days. Once it’s all set up, you can make any post shoppable!

Increase sales dramatically.

With an average of 500 million daily users each day, you’re marketing to an enormous amount of people. Posting beautiful pictures of your products is your chance to show everyone how amazing your business is!

Almost everything takes place inside Instagram’s ecosystem.

In terms of customer journey, the user discovers your product directly in their Instagram feed. Afterwards, they can tap on the shoppable post, read a short description of your product, and then be directed to your website! Making sales has just become a lot easier.

No matter how big or small your e-commerce business is, product tagging on Instagram is a foolproof way to increase views and purchases through your site.

How do Instagram shoppable posts work?

@madewell models wearing five pieces available for purchase.
Tag multiple shoppable products in a single post.

Let’s see how this works on the consumer’s end. Take clothing brand @madewell for example. Below, they show multiple products available for purchase on their feed. Tap once on the photo and white boxes will appear (right). It will contain the product’s name and price.

Shoppable posts are designated with a shopping bag icon located in the top right corner of the photo (right). 

@madewell Instagram feed showing shoppable posts
That white shopping bag icon shows which posts are shoppable.

It’s added to a post where something is being sold.

Say you’re interested in that tote! Tap on the white box again and you’ll see a larger view of the product (below). Say you want to buy this item. Tap “view on website” and you’ll be taken directly to the product page. Could it be any easier?

@madewell product description
Example of product description

This feature serves as a way to get you to the product page. You check out through the business’s website.


Interested followers can tap their way to the product page. At this point, they’re leaving Instagram and headed to your website. Now that’s a follower turning into a customer! So easy, right?

How to make your Instagram shoppable

Not all accounts have the ability to tag their products. But do not fear! As long as you meet these simple requirements, you’ll be on your way to making your Instagram account shoppable in no time!

Getting started with Instagram Shoppable Posts

  • Make sure your Instagram account is set as a business profile. If you’re an e-commerce website, this is essential to show your Instagram followers that you sell products!
  • Have a ‘Product catalog.” This allows you to choose what products you want to tag. (We’ll discuss Product Catalog later in the article)


Tip: there is no follower minimum to use this feature, unlike the ‘swipe up’ feature on stories (there is a 10,000 follower minimum to use that). This makes it easy for the newest of e-commerce businesses to start product tagging from the ground up.


Before you get started tagging products, you must wait a few days for Instagram to review your account. Instagram needs to make sure your account has a business before you can access this feature. You will get a notification once you are approved!


Fast forward to a few days later after Instagram approves your business profile. Time to start product tagging!

How to tag your products on Instagram:

  1. Before you share your post with its caption and everything, tap on “Tag Products”
  2. Next, you’ll choose where in the picture you want the white box to appear. The tag is usually placed right over the product. It’s just like if you were to tag friends in an Instagram post.
  3. You’ll have to put the name of your product in the search bar, and then select it from your product catalog.
  4. Then tap ‘done’ then ‘share,’ and your post is sent out to the Instagram world!


Tip: Add your post to your Instagram story to let followers know they can shop your post.

Setting Up Your Instagram Product Catalog

A product catalog is what helps Instagram sort through your products. Creating a product catalog is done through Facebook. Once the catalog is set up, you can add, delete, or edit items in to make sure they are up-to-date.

We will write up a follow-up post on how to do this somewhere down the line, so stay tuned!

Tips & tricks to make the most out of shoppable posts

Only physical products can be tagged. If your business is a service, shoppable posts are not for you.

Since it’s likely that you already have photos of your products posted, you can go back and tag all of your existing products.

See that a ‘Shop’ icon is located in the middle of @adidas ‘s account? That icon contains a feed of every post that account has tagged.

Shop icon on homepage
Example of ‘shop’ icon from @adidas

Tip: After product tagging nine different posts, the ability to add this ‘shop’ icon will appear!

Make sure you have the most updated version of the app, or else the feature may not work.

Product tagging multiple Instagram shoppable posts
@hm tagging five products in one post

Tagging multiple products in one picture is a great way to increase your chances of getting a sale. For example, if you’re a clothing brand and you post a photo of a model wearing multiple from your site, tag all three items! More tags equal more taps to your website. Check out how @hm does it (right).

Furthermore, you can tag up to twenty products in multi-image posts! In single posts, you can tag up to nine items.

Other Ways To Sell On Instagram

Shoppable posts aren’t the only way to get followers to your site. Some less-recent Instagram features include the ‘swipe up’ feature in stories and the classic link you can add to your profile.

The ‘swipe up’ feature allows users to add a link into their stories (AKA tappable stories). The downside to the ‘swipe up’ feature in stories is that the account must have at least 10,000 followers.

Putting your website link in your profile is smart, but often overlooked.

You may notice that all of the ways mentioned to grow your business on Instagram are free! That’s a huge plus, especially for self-starting businesses. However, Instagram also offers paid ads. Obviously, the one downside is that it costs money.

Shoppable posts are the most productive trick you can use on Instagram to grow your business. It’s free and gives your business tons of exposure.

Instagram is extremely saturated with clothing brands and sponsored posts, so make shopping easier for users and give them a direct way to purchase!

If this is your first time hearing about shoppable posts, you may be a little overwhelmed! However, remember that making product tags are as easy as tagging your friends in a picture! So not only is it easy to set up, but it’s making it easier than ever for your followers to find your products.

Go ahead and start making your Instagram shoppable. Happy tagging!

By Kim

My name is Kim Hanna. I am a college student at Monmouth University. Writing has always been a passion of mine. I like writing about current trends that have to do with social media and fashion.

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