How to Use the Instagram Shopping Feature

Published on 02.09.2024 by Chizoba T

Unlike when you had to go to a shopping mall or an online shop to buy a product, social commerce has made it possible to buy products directly from social media. One of the social commerce tools that social media users can leverage is the Instagram shopping feature. With this feature, you don't have to direct your audience to your site to buy products or services.

Instead, you can have them buy directly from the Instagram site. With over 130 million Instagram users leveraging the power of Instagram Shop, this is one feature that every brand should leverage. However, as it is a relatively new feature, they need to know much more before using it effectively. Fortunately, this article will guide you through everything you need to set up Instagram shopping.

Understanding Instagram Shopping

With the Instagram shopping feature, a brand can add a product catalog on Instagram that includes product descriptions, navigation features, and checkout options. That means an Instagram user can buy a product directly on their site and complete the transaction right inside it.

If a brand already has a shop, it can be added to the Instagram shop tab. The Instagram shop allows users to find products on Instagram. They can search by category, Editor's Pick, and more. Once they click on a product, they are shown more images of the product, its price, and similar products from the retailer.

With Instagram shopping, you can market your product. People can explore and browse products and even buy directly on the Instagram app, similar to a landing page on social media. This streamlines the whole process of buying a product on Instagram, as users can see and buy a product in a few steps.

Key Features of Instagram Shopping

Here are some key features to help you better understand what Instagram shopping can do.

  • Product details. This page provides all the key details of the product, from its description to its image, and price. It will also include product-tagged images shared in Stories, reels, and more.
  • Collections. This feature enables shops to share their products in a curated way, creating the impression of a digital shop.
  • Shopping tag. The feature allows you to tag products in reels, stories, or Instagram posts. This means that your audience can learn more by clicking through.
  • Check out. While this feature isn't available in all regions, it allows Instagram users to buy products directly on the app. Customers are taken to a checkout page if a brand doesn't have a checkout function.

Steps in Setting Up Instagram Shopping

To get started with Instagram shopping, here are the steps you need to follow.

Determine If Eligible

Before you open an Instagram shop, your business should meet the following requirements:

  1. It should be located in a supported market.
  2. The product you are selling should be legible.
  3. It should be compliant with Instagram's commerce policies and merchant agreements.
  4. It should have a website to sell from.

Open or Convert Into a Business/creator Account

You need a business account to qualify to use Instagram shopping. If you already have a personal account, you can convert it into a business account. This will also provide you with a wide range of analytics. The good news is that the tool is free to use.

Set Up Shop Using a Commerce Manager

Once you have a business account, you can set up a shop in the commerce manager or other supported features. You should add a convenient checkout method for your customers. You must also choose a sales channel and the business account associated with the Instagram shop. If you have a Facebook page, you will also have the option to set up the shop on Facebook.

Connect Instagram Shop to a Facebook Page

Unlike before, having a Facebook page to set up an Instagram shop is no longer necessary. However, if necessary, you can connect the Facebook page to the shop in a few steps. These are:

  • Tap on Edit Profile on Instagram.
  • Go to Public Business Information, followed by Select Page.
  • Select the Facebook page you want to connect to.

Upload of Product Catalog

With your shop already in place, it's now time to begin uploading your products. You can do that manually or integrate it with product information on a certified e-commerce store such as BigCommerce or Shopify. To do that, you should:

  1. Go to the commerce manager.
  2. Tap catalog followed by adding products.
  3. Select the products you want to add manually.
  4. Add the product details, such as the name, image, and description.
  5. Use the content ID section to include any unique identifier or product SKU.
  6. Enter a link to the site where customers can buy products.
  7. Add the product price and availability details to your site.
  8. Enter the details to categorize the product, such as its brand, condition, and tax category.
  9. Enter shipping details and return policy.
  10. Add product variants such as their sizes or colors.
  11. After adding all the above details, tap Add Product.

Integrating With An Ecommerce Platform

As noted earlier, you can add products by simply integrating with an e-commerce platform. Here are the steps to follow when doing that:

  1. Tap on Commerce Manager.
  2. Under the Catalog Tab, tap on Data Sources.
  3. Tap Add Item before selecting the partner e-commerce platform. You can tap Next.
  4. You can choose a platform from a wide range of options, such as Shopify, ChannelAdvisor, BigCommerce, Feedonomics, CommerceHub, DataCaciques, CedCommerce, Zentail, or Quipt.
  5. Follow the link to the e-commerce partner website and the necessary steps to connect the account with Instagram.

Once you have created a catalog, you should remember that regular maintenance is required to keep product images and details up to date.

Wait for Review

Now, you are ready to submit your Instagram shop for review. This can take several days or even longer. Here are the steps to follow when submitting the account for review:

  1. Under Instagram profile settings, click on Instagram shopping signup.
  2. Follow the necessary steps to submit the account for review.
  3. Go to Shopping to see the application status.

You may sometimes be notified that additional information is needed to prove the ownership of your website. When that happens, you need to follow the necessary domain verification steps.

Turning on Instagram Shopping

After going through the account review process, you can integrate the product catalog with the Instagram shop. You can do that by tapping on your profile setting, followed by Business>Shopping. Choose the product catalog you intend to integrate with and Tap Done.

Remember that the account is still under review if Instagram shopping isn't visible under your settings. Once approved, the Instagram shop will automatically appear in your profile settings.

Selling on Instagram Shop

After setting up the Instagram Shop, you will see a new View Shop feature on your profile page. This is where Instagram users can browse products and find product details. You should also begin tapping products in reels, guides, Instagram stories, live broadcasts, and more. These tools will enable you to have many e-commerce opportunities.

How to Drive Sales in Instagram Shopping

Remember that setting up your Instagram shop is just the first step. The real hard work starts when trying to make sales on the platform. Here are tips to help you drive sales on the Instagram shop.

Build an Engaged Audience

If you make sales on Instagram or any other platform, you must prove authentic. If you are using spammy methods, you will struggle to make sales. That is why you should focus on building a real and engaged following. Once you have built this audience, you must warm up to them.

Remember that when people follow your account, there is something they like about it, and they are more likely to turn into customers. You need to think of a way to move them down the sales funnel. If your business has few followers, this can be a challenge. However, by understanding the audience and creating high-quality content that resonates with them, you can easily warm this audience.

When building a following, you must convince your audience that you know their pain points and have a solution. Create high-quality videos, images, and other visual content to convince them you share better content than your competitors. Fill their feed with information that will encourage them to take action.

When sharing the right content, ensure that you also highlight your products' benefits and features. Ensure that all your posts are accompanied by compelling and enticing captions that convince users to act.

Leverage User-generated Content

You have probably come across Instagram posts ideas of users showcasing the products they have bought. Others share videos of themselves unboxing products. These posts are made with a lot of excitement and are referred to as user-generated content (UGC). The brand could ask for the UGC content, or the users may decide to create such content. Overall, when well used, UGC content can help take your sales to the next level.

But what is the right way to use UGC content? You can start by inviting your followers to create UGC content for your brand. They should tag and mention your brand when doing that. It would also be a good idea to turn on notifications to help you monitor the content they are creating. 

Once you have a few pieces of UGC content, you can package them into videos to share in formats such as reels, stories, and highlight albums. If your target audience is not convinced about trying out your products, UGC content can help to convince them. Once they see other users buying and using the products, they will not want to be left out.

Remember to credit the person who posted the content by tagging them. This will prove that the posts are by real and credible buyers and will therefore, increase the reach of the post.

Use a Chatbox to Answer Customer Queries

The people contacting you through direct messages are already showing interest in your products or services and are, therefore, the easiest to convert. The only reason they are engaging you is that they want the necessary information before they take action. In other words, they are already leads that need to be converted. This is one group you don't want to miss out on.

However, you cannot deny that there are times when you will not be online, even though you want to respond to all inquiries. To solve this problem, you need to use a chatbox to automate the conversation as it comes. Luckily, platforms such as SendPlus and ManyChat will enable you to integrate your Instagram chatbox. You can use these programs to engage with your potential leads, ensuring that no potential sale is lost.

Share Customer Reviews

If there is a feature that is usually underrated in its ability to convert customers, it is customer reviews. According to one study, 68% of customers are ready to buy from a brand with positive reviews. Remember that when customers see your products, some will remain on the fence, wondering whether to go ahead and order or not.

Customer reviews are a great tool to convince such customers to convert. When a potential customer reads positive reviews of your business or product, they are tempted to try it. After all, many of them trust other customers more than brands promoting themselves. Therefore, customer reviews can be the final link required to convince potential customers. 

To get positive reviews, you can contact previous happy customers and ask them to provide an honest opinion. If possible, they can even go ahead and make a post on how your brand helped solve their problem. If your Instagram shop is connected to Etsy, you can screenshot your positive reviews on the platform to share. You can also use social listening tools to find where your brand is mentioned. 

Once you have enough positive reviews, you can share them using Instagram stories. Alternatively, you can create an album highlight renamed as customer reviews. This will enable your potential customers to see them on your profile. You can also share the testimonials as reels or images on your profile wall. This is especially important at this time when Instagram has added a new creative feature to engage followers.

Use Storytelling on Instagram Stories

Storytelling is one of the most effective marketing methods because it touches directly on people’s emotions. People also connect easily with stories, and this is one of the reasons why Instagram launched the Stories feature. You can use this feature to sell more of your product. In fact, according to one study, 58% of Instagram users say they became interested in a brand after seeing it on Instagram stories.

That means it is one of the features that brands should leverage to increase their sales on Instagram shopping. They can do that by creating content highlighting the value their brand offers and sharing the videos or images on their instagram stories.

Host Giveaways

Everyone loves free gifts, and that makes this a timeless product promotion method that never goes out of fashion. Whether in a brick-and-mortar shop or an Instagram shop, it works because it's similar to asking your potential customers to try out the product without paying.  

It increases sales as it provides potential customers with first-hand experience of using the product. Those who receive the giveaways will share their experiences with their family and friends. This will translate to more awareness, providing you with more qualified leads.

When hosting giveaways, you will need to start by sharing the product you will be giving out and how your followers can participate in their chance to win. You can have different conditions for entering the competition, such as:

  • Following our Instagram page.
  • Commenting on the post and sharing it.
  • Inviting friends to like and comment on the post.
  • Sharing the story and sending a screenshot

You should be clear on when the winner will be announced.

Giving Product Discounts

Another bait you can use to increase your Instagram sales is discounts. This works because it creates an impression in the customer's mind that they are getting a better deal on the product. The discount could be in the form of coupon codes, free shipping, price discounts, and other incentives. With the popularity of Black Friday, it is clear that discounts will help you boost your Instagram sales.

Influencer Collaboration

One thing about Instagram users is that they trust their favorite celebrities when they endorse products. In fact, there are a lot of people who purchase a product after a celebrity endorses it. That means if you can work with influencers in your niche, you can easily increase your Instagram sales either directly or indirectly. For instance, if you are selling cookware items, collaborating with a celebrity chef can supercharge your Instagram marketing. 

This is because the influencer will already have followers interested in cookware. The fact that the influencers have a large following often means that you will be putting your brand in the eyes of many users. Even when their followers don't buy, they will probably visit your page, like it, and even probably bookmark it for future purchases.

Conclusion

There is no doubt that Instagram has transformed e-commerce with its shopping features. The fact that users can search for products and buy directly from the shop makes the whole process seamless. With over 2 billion users worldwide, your brand will have a ready audience to market to.

However, if you would like to succeed with Instagram shopping, you need a combination of the right strategy and skills to make your shop successful. Fortunately, with our guide, you have everything you need to know about creating a successful Instagram shopping. From opening the shops to strategies for increasing your sales, this guide will help you get started and boost your sales.We recommend you also check out our guide on writing the perfect Instagram caption.