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Selling via Instagram

As of April 2023, Meta has made changes to the availability of Shops on Facebook and Instagram for merchants operating in Europe, the Middle East, and Africa (EMEA). For a list of EMEA countries where Shops are available, please refer to the EMEA: Changes to Shops article on the Meta Business Help Center. 

You can add an additional sales channel to your business by selling through Instagram. To get started, connect your Facebook account to Instagram using Facebook Business Manager. Then, connect your Instagram professional account to Facebook and set up Instagram Shopping.

Once you connect your accounts, any products linked to your Facebook catalog are automatically available on Instagram. If you need help creating a Facebook catalog, view our Selling on Facebook article.

Table of contents

Verifying product requirements
Step 1: Connecting to Instagram 
Step 2: Switching to an Instagram professional account
Step 3: Connecting to Facebook Business Manager
Step 4: Setting up Instagram Shopping
Selling via Instagram FAQ

Verifying product requirements

Before you can publish your products on Facebook, they must be visible in your back office. Visit this article for help adjusting your product visibility. 

Each product must also have:

  • A title (150 character limit).
  • A product description (256 character limit).
  • A price higher than $0.
  • A brand.
  • An image assigned to it in your eCom back office (JPG, GIF, or PNG format and at least 500 x 500 pixels).

Products that do not meet these requirements will not sync to Facebook Business Manager or your Instagram account.

Step 1: Connecting to Instagram

  1. Log in to your Facebook Business Manager account.
  2. In the Accounts tab, select Instagram Accounts. Then, click Add.


  3. In the pop-up, scroll down and select Connect your Instagram Account.


  4. Log into your Instagram account.


  5. Select Finish.

  6. Select OK.

Step 2: Switching to an Instagram professional account

Before you can link your catalog to your Instagram account, you need to switch your Instagram account type to a professional account. If you are already using a professional account, skip to step 3.

To switch your Instagram account from the Facebook Business Manager page, click Switch on the notification box and select your business category. To switch your account from the Instagram app, follow the instructions on Instagram's Help Center.


Step 3: Connecting to Facebook Business Manager

  1. Log in to Instagram on your mobile device.
  2. Navigate to your Instagram profile.
  3. Select the menu icon at the top right corner.
  4. Select Settings and then select Account.
  5. Select Business and then select Connect a Facebook page.
  6. Tap Connect existing page and follow the prompts to connect your Facebook account.

Step 4: Setting up Instagram Shopping

Note: Instagram has to approve your account before you can complete this step. This can take up to 14 business days and Instagram will notify you once your account has been approved. You can learn more about Instagram's eligibility requirements on their Help Center.

Once you've connected your Instagram and Facebook accounts, you can set up Instagram Shopping to sell your catalog through Instagram. This can be done through the app or through the Commerce Manager page in your Facebook Business Manager account.


Selling via Instagram FAQ

1. How do I tag my products?

See the step-by-step on Facebook's help center for tagging products on Instagram.

2. Why am I not approved for Instagram Shopping?

To be approved for Instagram Shopping, make sure:

  • You have added at least nine products to your catalog.
  • Your Instagram account is a Business account.
  • You have at least three posts on Instagram.
  • Your products comply with Facebook guidelines.

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