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The Nicely Built Blog

Instagram Shopping 101

What is Instagram Shopping?

Instagram Shopping is an exciting new feature that is currently available to selected businesses in the USA. This feature makes Instagram posts more shoppable by allowing businesses to tag products in their posts. Shoppable posts are marked with a round shopping bag icon in the lower left corner of the post.

Instagram users can click on the product tags to see more details about the tagged products such as: an image of the product, a description of the product and the price of the product. In addition, when users click on the tagged products they will also see a link to website where they can purchase the product. As you are aware, currently it is not possible to have external links in Instagram posts, therefore we think that this new feature will have a huge impact on conversions.

During the initial test phase for this feature 4% of the people who saw a shoppable photo clicked on it to reveal the details and 19% of the people who clicked on the photo also clicked on the link to the retailer's website to potentially purchase the product.1

What you need to use this feature

In order to become eligible for the Instagram Shopping feature your business will have to satisfy the following requirements:

- Your Instagram account must be converted into a business profile
- You must have a product catalog associated with a shop on Facebook or Business Manager (easy with Shopify!)
- You must sell eligible physical goods (currently apparel, jewelry and beauty brands)
- Your business must be located within the US
After you satisfy all the requirements outlined above you will have to apply to obtain access to the feature and the approval process can take up to a week.

When can you start using this feature

If you are a US-based business that sells apparel, jewelry and beauty products you are in luck! You are eligible to start using the feature immediately.
If you are not currently eligible for Instagram shopping, you will have to wait until this feature is rolled out more broadly. Unfortunately, Instagram has not provided more details about their plans for a broader roll-out. But, given the strong interest in this feature we are hopeful that it will be rolled-out more broadly soon!

Instagram opens shoppable organic posts to more businesses in the US


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