iPhone with instagram app installed

Setting up an Instagram Shop

When I’m scrolling through Instagram, it surprises me how little businesses are taking advantage of one of the platform’s most powerful features to date (that feature being the Instagram Shop!)

What is an Instagram Shop?

The Instagram Shop is a way of promoting your eCommerce products within the Instagram platform. By setting up your Shop, users will be able to click a ‘view shop’ button on your page, which takes them to a list of your products on your website. From there, they can be directed to your website where they can make their purchase. You’ll also be able to use the Shop to tag products within your Instagram posts, which is a fantastic way of driving potential customers onto your website.

If this is something that you want to get set up for yourself, you came to the right place! Continue reading to see how you can set up your own Instagram Shop.

What are the requirements?

  • Instagram profile that is a ‘business’ account. (If you haven’t done this already, I’d recommend following this handy guide)
  • A Facebook page for your business
  • A Business Manager account

The first step is to head over to your Facebook business page, and link this to your Instagram. To do this, select your page and scroll down to Settings. Click on this, and then scroll down to the ‘Instagram’ option. Click on this, and you will be able to see if your Facebook account is already connected to your Instagram. If it’s not, simply go ahead and complete this step, by following the on-screen instructions.

You’ll know if you’ve done this correctly, as you’ll be able to see the following message, as well as an option to disconnect the account at the bottom of the page:

Now, you’ll want to head over to your Business Manager account. In here, you’ll want to select the relevant page. If you can’t see your Facebook page in here, the process of adding it is simple. Select ‘all tools’ and press ‘business settings’ from the menu. Once you’ve done this, click on ‘pages’ from the accounts drop-down menu. You’ll then have the option to add the Facebook page to your Business Manager.

Now, you’ll want to go back to the tools menu, but this time select ‘Commerce Manager’ from the menu instead:

From here, you’ll have two options. One option is to add a shop, and the other is to make a Catalogue.

Here’s a breakdown of what each of these does, just for context:

The Instagram Shop is where your products are displayed, but these products are pulled in from the Catalogue, which is the list of products that you add, which will be displayed on the shop itself. We’d recommend setting up both for your shop to be running as smoothly as possible.

By clicking on ‘add shop’, you’ll be bought to the following screen, which gives a basic overview of what the shop can offer. From here, you’ll just want to select ‘next’:

Now, you’ll see a shop overview. Here, you’ll want to select the relevant pages that you’ve linked again:

You’ll also be asked to select a checkout method. By default, this will be selected as ‘checkout on another website’. At the time of writing this guide, this is the best option to select for UK users. There is a built-in checkout on Instagram, but currently this is only available to those in the United States.

After this, you’ll have to add in your domain, where you’ll be directing users from the Instagram app.

Once all of this has been completed, you’ll just have to review your changes, and after agreeing the seller agreement, you can go ahead and finish the process. You’ll know if you’ve done this correctly, as it’ll now show your page under ‘shops’:

You should see here that an empty catalogue will have been added by default. You can now click on this, to be brought to a screen, where you can add your products.

There are three main methods of adding products into your catalogue, which are listed below:

If your shop doesn’t offer a large of products, and they rarely change, I’d recommend going ahead with a manual add. However, if your shop offers lots of items, it is easier to use a Facebook Pixel to detect products on your site for you, and automatically add them into your catalogue. If you choose to go down this route, we recommend looking at this guide, which should help you complete this section in a little more detail.

Once you’ve added the products to your catalogue, Facebook will then begin to review both your Commerce account, as well as your website. If they’re happy with the products you’ve listed, and the site that those products are displayed on, you’ll finally be able to add that shiny new shop button to your Instagram profile! Simply head over to your page, and select ‘add shop’:

From here, you should see the products that you’d uploaded into your catalogue. From this list, you can select which ones you are wanting to display on the main shop page. After selecting some products and proceeding, you should see that your Instagram shop has now been set up for your page! Not only do you have this button to drive traffic to your website, but you also now can tag these products, which can be shown as an option when creating a new post. If you’ve made promotional posts in the past which include products that are listed in your catalogue, we’d recommend going back and tagging those as well.

If at any point you do come unstuck, feel free to get in touch by sending an email to hello@purplerobot.co.uk, and we’d be happy to help. We’d also recommend checking out this handy guide by Stewart Gauld, which gives a basic overview of the entire process from start to finish.