Instagram is where many shoppers discover products. Connecting your Shopify catalogue lets you tag products in posts, Reels and Stories so viewers can see the price and go straight to the product. Setup takes an afternoon; most of the work is meeting Meta's requirements.
Requirements
- An Instagram professional account (business or creator)
- A Facebook Page linked to that Instagram account
- A Meta Business account (Business Manager)
- A store selling physical products that comply with Meta's commerce policies
- Your own domain, verified in Meta Business settings
- Availability of Instagram shopping features in your country
Setup step by step
- In Shopify, install the Facebook & Instagram app (by Meta) from the Shopify App Store.
- Connect your Facebook account, Business Manager, Page, ad account and Instagram account when prompted.
- Choose the data sharing level for the Meta pixel and Conversions API; the highest level usually gives the best ad measurement.
- Accept the terms and let the app sync your products to a Meta catalogue.
- Verify your domain in Meta Business settings if you haven't already.
- Wait for the review. Meta checks the account and products, which can take from a few hours to several days.
- Once approved, in Instagram go to your professional settings and turn on shopping, choosing the catalogue.
Tagging products
When creating a post or Reel, choose Tag products and search your catalogue. In Stories, use the product sticker. You can also add tags to older posts that still get views.
Keeping the catalogue healthy
- Use clear product titles and high-quality images; avoid text-heavy images.
- Fill in brand, category and GTIN where available.
- Check Commerce Manager regularly for rejected items and fix the cause.
- Choose in the app which collections to sync if not everything should appear.
Getting results
- Tag products in content that shows them in use
- Use Reels for discovery; tag one or two products, not ten
- Pin shoppable posts to your profile
- Run ads from your catalogue to reach people who viewed products (Facebook and Instagram ads)
Common issues
- Account not approved: check domain verification, policies and that the store is live without a password.
- Products missing: check sync settings in the app and rejection reasons in Commerce Manager.
- Wrong prices or currency: check the catalogue's country and currency settings, especially with multiple markets.
Need the catalogue and pixel set up properly? See our Meta catalogue integration service. To show Instagram posts on your store, see adding an Instagram feed.
Frequently asked questions
Can customers pay inside Instagram?
In most cases, tapping a product tag takes customers to your store's product page to buy. In-app checkout has been limited and changed over time, so check what Meta currently offers in your country.
Why were my products rejected?
Common reasons are policy issues (restricted categories), missing information, or a domain that isn't verified in Meta Business Manager. The Commerce Manager shows the reason for each item.
Do prices and stock update automatically?
Yes. Once connected, the Facebook & Instagram app syncs your Shopify products, prices and availability to the Meta catalogue.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
