Instagram shopping is finally here
It’s finally arrived – this summer gave us: Instagram Shopping. A feature many advertisers have been looking forward to, especially in the fashion world.
For many years, Google and Amazon have dominated when it comes to product-related search and purchasing behavior.
But now it seems Instagram may join the race, as more and more studies show that we’re highly influenced to buy products through this powerful platform owned by Facebook.
Here’s a screenshot from Frederik IX, a brand I work with.
This is how it looks in practice: we’ve tagged the products directly on the model in the photo. This eliminates the countless comments we used to get asking for product names, details, or where they can be bought. Now, we solve all that with a direct product link.
Why is this interesting?
The biggest challenge with all the fashion, interior, and other products we see on Instagram has always been the manual process. Users had to ask in the comments where to buy items, which required a lot of effort from brands. That often killed the conversation and sent users to Google instead.
In other words, this new feature allows businesses to send users directly to the specific products shown in the photos.
Instagram is currently thriving. Whether it’s due to Facebook’s bad press regarding data breaches, or SnapChat’s failed redesign, is hard to say—but the numbers speak for themselves.
How to get started
So far, Instagram Shopping is only available in selected countries and exclusively for webshops selling physical products that can be tagged. This means it’s not available for hotels, services, or similar offerings.
Things to be aware of:
- Your Instagram app must be updated
- You need a business profile on Instagram
- Your Instagram and Facebook pages must be connected via Business Manager
- Your Facebook page must not have country or age restrictions
- You need to link your webshop to a product catalog on your Facebook page—preferably via Facebook Business Manager
Note: Instagram advertising runs through Facebook’s ad platform, “Ad Manager.” However, at this point, you cannot tag products in ads. It’s important to clarify that both Facebook and Instagram are integrated via the same platform, as both are owned by Mark Zuckerberg.
Once it’s working, you’ll see the tagging option when uploading a photo. It works similarly to tagging people—you just select products from your webshop to tag in the image.
I’ve had my fair share of struggles setting it up across several profiles.
This led me into a deep research phase to figure out the correct setup. I found and saved some helpful official Instagram guides.
I recommend reviewing these if you encounter any issues:
Can you tag products from other webshops?
This is something people in influencer marketing have requested for years.
Currently, it’s not possible—yet.
It would be valuable if influencers could tag products from external brands and webshops, as their outfits often include a mix of different products.
Whether that will happen is unknown, as it would be harder for Instagram to control. But it would be a huge opportunity for both influencers and companies—and bring more transparency to the revenue generated through influencer activity.
Instagram shopping in stories?
Not yet, but it’s on the way and is already being beta-tested in some regions.
The most interesting part is that statistics show people love following their favorite brands on Instagram and often get inspired to make new purchases. Stories play a big role here, as users constantly swipe through stories from friends and brands. In my experience, stories have led to many inbox inquiries for the brands I’ve worked with.
Can you use Instagram shopping tags in ads?
Unfortunately, no—not yet.
With the positive feedback many brands have given Instagram, it’s likely this feature will be introduced in the future. For now, attempting to use it in ads will trigger an error message.
Instagram is rolling out this functionality slowly to manage user experience and monitor feedback through the massive amounts of data they receive.
If Instagram Shopping tags become usable in ads, it could significantly shift the long-standing competition between Instagram/Facebook and Google/Amazon. Traditionally, we go to Google or Amazon with a purchase intention, while on Facebook and Instagram we’re there to socialize. Shopping could change that dynamic.
Instagram shopping case studies
To keep things grounded and not just theoretical, here are two real-life cases I’ve worked on—both I’m proud to share.
Frederik IX studio
An online jewelry brand founded by the lovely duo Louise & Jeppe. Frederik IX Studio is inspired by the royal family.
We already had a large share of traffic from Instagram, and when we introduced product tagging, we observed the following:
- A clear increase in Instagram traffic
- A record month in July despite heatwaves and a general slowdown in e-commerce
- A jump from nearly zero conversions from Instagram to a healthy stream of revenue—not just “direct” traffic
- Fewer questions about styles
Tiffany.dk
An online and physical fashion retailer in Aalborg, featuring brands like Ganni, Noella, American Vintage, and more.
Since we sell many different brands, it’s crucial to keep users on our platforms instead of sending them back to Google, where they might search the brand name and end up purchasing elsewhere.
Instagram Shopping is vital for multi-brand stores like Tiffany.
Results:
- 5× increase in Instagram traffic
- Direct correlation between tagged products and increased revenue
- Fewer inquiries about the tagged items
An added benefit of driving traffic from Instagram Shopping and Stories to your site is the ability to retarget those users later. For example, someone visits a product via Instagram but doesn’t buy—later, they’re retargeted on Facebook with one of your remarketing ads.
The future of Instagram
People often ask me: what is the future of social media? Haven’t we had enough of Facebook?
I believe times are different now than when Facebook first launched. We’re far more connected now, so switching platforms isn’t so simple. It’s much harder for new networks to grab our attention. Plus, technology has evolved—Facebook is always scouting new acquisitions.
Facebook advertising still works extremely well. Yes, it’s more expensive now, but that doesn’t scare the brands I work with—or me as a consultant. I started with SEO when it was new and trendy—before competition grew. It’s natural for the landscape to change, and everyone must adapt.
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