If you’ve got an eCommerce store, you’ve likely noticed that Instagram isn’t just about pretty pictures anymore. Today, it’s a full-blown shopping platform that brings products directly to customers right where they’re already browsing and engaging.
With features on the Instagram shopping app, you can create a smooth and interactive shopping experience that makes browsing and purchasing simple.
Ready to dive into the 11 essential features that can transform your Instagram eCommerce into a revenue-driving machine? Let’s walk through each feature, how it can benefit your eCommerce store, and tips on how to make it work for you.
What is Instagram Shopping?
Instagram Shopping is a suite of integrated tools that allow businesses to create a fully interactive storefront directly on their Instagram profile.
With Instagram Shopping, eCommerce stores can showcase products, tag items in posts, and enable direct purchases—all within the app.
This seamless experience lets users explore, browse, and buy products without leaving Instagram, creating a simplified, in-app shopping journey from discovery to checkout.
How to Enable Instagram Shopping?
Before diving into the features, let’s ensure Instagram Shopping is enabled:
1. Switch to a Business or Creator Account
Go to Settings > Account and select “Switch to Professional Account.”
2. Connect to Facebook Commerce Manager
Link your Instagram to Facebook, as shopping features run through Facebook’s Commerce Manager.
3. Set Up a Product Catalog
In Commerce Manager, add high-quality images and accurate descriptions for each item in your catalog.
4. Submit for Review
Instagram will verify your eligibility, typically within a few days.
5. Activate Shopping
Once approved, go to Settings > Business > Shopping, and select your catalog.
11 Instagram Shopping Features For eCommerce Store
This isn’t just a list; think of these as tools that, when used together, can take your eCommerce game to the next level. Each feature has its own way of helping you stand out and connect with your audience—let’s look at how.
1. Instagram Shop
Think of Instagram Shop as a digital storefront on your profile where you can display product collections and showcase new arrivals. It offers users a dedicated space to explore your products directly within Instagram, creating a one-stop shopping experience.
Step-by-Step Setup:
- After enabling Shopping, go to your profile and select “View Shop.”
- Organize products into Collections (e.g., seasonal themes or bestsellers) by selecting “Manage Shop” in Commerce Manager.
- Regularly update your shop’s collections with new products or themed items to keep it fresh.
Pro Tip
Use high-quality images and keep collections updated with seasonal themes like “Spring Collection” or “Holiday Gifts.”
2. Instagram Shoppable Posts
Shoppable posts let you tag products in regular photo and video posts, turning each post into a gateway for discovery and purchase. This feature integrates shopping directly into your feed, giving customers the ability to click and quickly learn more about products.
Step-by-Step Setup:
- Create a new post, add your photo or video, and click “Tag Products” before posting.
- Select products from your catalog to tag directly in the image.
- Publish the post, and users will see tappable product tags.
Pro Tip
Tag multiple products in lifestyle photos for a “shop the look” experience. It’s perfect for encouraging users to explore related items.
3. Product Tags in Stories and Reels
Add product tags to Stories and Reels, so users can discover and shop without leaving their favorite formats. Stories and Reels get high engagement, so adding product tags here provides more opportunities for impulse buys.
Step-by-Step Setup:
- Create a Story or Reel, then tap the sticker icon and choose “Product” to add a tag.
- Select products from your catalog, and place the tags strategically within the content.
- Use engaging captions or calls to action to encourage viewers to tap.
Pro Tip
Use Stories to feature limited-time promotions and new arrivals with “swipe up” links to boost urgency.
4. Instagram Checkout
Instagram Checkout lets users complete their purchases without leaving the app, making it a smooth and fast shopping experience. By reducing the steps needed to buy, Checkout helps improve conversions, turning browsing into buying seamlessly.
Step-by-Step Setup:
- Go to Settings > Business > Shopping and enable Instagram Checkout (if available in your region).
- Highlight posts and Stories that have Checkout enabled, encouraging followers to use this feature.
Pro Tip
Create exclusive in-app offers for Checkout users, like free shipping, to increase conversions.
5. Live Shopping
Live Shopping allows you to host real-time shopping events where viewers can purchase items directly from the broadcast. Live Shopping engages viewers in real-time, combining the excitement of live events with direct shopping, perfect for launches or flash sales.
Step-by-Step Setup:
- Go Live on Instagram and tap the “Shopping” icon to select products from your catalog.
- Showcase products one at a time, encouraging viewers to tap and purchase as you highlight each item.
- Answer viewer questions about products in real time for a more interactive experience.
Pro Tip
Announce Live Shopping events in advance, using countdowns in Stories, and offer special discounts for live viewers to build excitement.
6. Augmented Reality (AR) Try-Ons
AR Try-Ons lets users “try on” products, like makeup or sunglasses, virtually through Instagram’s augmented reality filters. This feature lets customers see how products look on them, increasing confidence in their purchase decision.
Step-by-Step Setup:
- Partner with Spark AR Studio or a professional to create custom AR filters for your products.
- Promote these filters in Stories and posts, encouraging followers to try and share their virtual looks.
Pro Tip
Encourage consumers to tag your brand on their AR Try-On photos to increase visibility and trust through social proof.
7. Shopping from Creators
Shopping from Creators allows influencers to tag your products in their posts, leading followers directly to your Instagram Shop. This expands reach and credibility, as people trust recommendations from creators they admire.
Step-by-Step Setup:
- Partner with creators and give them the necessary permissions to tag your products.
- Instruct creators on tagging products using their “Tag Products” option within posts.
- Track conversions from these posts to see the impact.
Pro Tip
Choose creators whose audience aligns with your brand’s target demographic for maximum impact.
8. Guides for Product Curation
Guides let you organize products into themed collections, ideal for sharing gift guides, seasonal favorites, or top picks. Guides provide a curated shopping experience, making it easy for customers to explore related items.
Step-by-Step Setup:
- Go to your profile and select the “+” icon, then choose “Guide.”
- Pick “Products” and select items from your catalog to create a themed collection.
- Add titles, and descriptions, and customize the Guide’s cover for visual appeal.
Pro Tip
To keep guides fresh, regularly update them with relevant themes, like “Summer Must-Haves” or “Holiday Gift Guide. ”
9. Explore Tab Shopping
The Explore Tab is where users discover new content. Shoppable posts can appear here, reaching users beyond your followers. This feature exposes your products to a broader audience that is actively looking to discover new brands.
Step-by-Step Setup:
- Post visually engaging content with relevant hashtags to increase chances of being featured.
- Include product tags to make these posts instantly shoppable.
- Track which posts generate the most interest to optimize your content strategy.
Pro Tip
Use high-quality, on-brand images that stand out, and create posts that encourage discovery, like “Our Latest Arrivals.”
10. Dynamic Product Ads (DPA)
Dynamic Product Ads (DPAs) are retargeting ads that show users products they’ve previously viewed, helping to re-engage interested buyers. DPAs are perfect for bringing back users who abandoned carts or viewed products without purchasing.
Step-by-Step Setup:
- Go to Facebook Ads Manager, select “Create,” and choose “Catalog Sales” as your campaign objective.
- Set up a custom audience of users who engage with your products.
- Dynamic ads will automatically populate based on previous user interactions with your catalog.
Pro Tip
Test different ad formats (carousel vs. single image) to find what resonates most with your audience.
11. Story Highlights for Shoppable Content
Story Highlights allow you to save shoppable Stories on your profile, creating a permanent, organized showcase for followers. Highlights give users a chance to revisit products they’re interested in, encouraging repeat exploration and purchases.
Step-by-Step Setup:
- After posting a Story, click “Highlight” and choose or create a Highlight category.
- Organize Highlights by theme, such as “Bestsellers” or “New Arrivals.”
- Update your Highlights regularly to keep them relevant and enticing.
Pro Tip
Use Highlights to feature collections, seasonal items, or product categories, making it easy for followers to navigate.
Ready to Activate Instagram’s Power for Your eCommerce Success?
Want to see real profits roll in from Instagram for your eCommerce store? That’s where we come in. At Evendigit, we’ve helped thousands of businesses tap into Instagram’s endless potential, making the most of every feature—whether organic strategies or paid ads.
Our social media experts are ready to craft a strategy that fits your niche and industry perfectly, bringing you closer to your goals, whether they’re brand awareness, engagement, or driving sales.
Ready to get started? Reach out to us here, and one of our experts will connect with you to guide you toward the results you’re aiming for.
