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Shopify Instagram Shop: Set It Up and Tag Your Products

Updated , first published · 4 min read

A Shopify Instagram shop is a View Shop section on your Instagram profile plus product tags in your posts and stories, set up through Shopify’s free Facebook & Instagram sales channel. Your Shopify products sync to a Meta catalog, you tag them on Instagram, and when a customer taps a tagged product and chooses Checkout on seller’s website, they buy on your Shopify store. Instagram Shopping now sends buyers to your Shopify checkout, and since August 26, 2025, the sales tax on those orders is your responsibility.

Facts come from the Shopify Help Center pages on Instagram Shopping and the Facebook & Instagram channel setup, read on October 23, 2026, and Instagram’s help on product stickers, read on October 31, 2026.

Requirements

Before you start, check four things:

  • Country. Your business must be in a country or region where Instagram supports shopping and product tagging.
  • Products. Your products must meet Meta’s product requirements for selling on Facebook and Instagram.
  • Accounts. An Instagram professional account that meets Meta’s commerce eligibility requirements, a Facebook Page for the business owned by a Meta business portfolio, and a personal Facebook account with full control of both.
  • Taxes. Configure Settings > Taxes and Duties in Shopify before you finish setup, since you collect and remit sales tax on Instagram orders.

If your Facebook Page isn’t offered during setup, the Page probably belongs to another business portfolio; fix ownership in Meta Business Suite first. Our guide to the Shopify Facebook shop covers the portfolio and Page side in detail.

Set up Instagram Shopping

  1. In Shopify, go to Settings > Sales channels, click Shopify App Store, search for “Facebook” and add the Facebook & Instagram channel.
  2. Click Start set up on the Instagram Shopping feature.
  3. Click Connect account, sign in to Facebook, and connect the assets the feature needs: the business portfolio, the Facebook Page, the Instagram account and the catalog.
  4. Accept the terms and click Finish setup.
  5. Wait for approval: Shopify’s page says you can tag products once your Instagram business profile is approved and your Meta product catalog is added.

One catalog serves Instagram Shopping and Facebook Shop, so if you already sell on Facebook through Shopify, Instagram uses the same products.

What syncs, and what doesn’t. Product names, descriptions and prices on Instagram come from Shopify, and the description can’t differ between the two. To change it, edit the product in Shopify. If a price looks wrong on Instagram, check the price and compare-at price in Shopify, and look in Meta Commerce Manager for a sale start or end date on the product.

What becomes available. All your existing products become available to a new sales channel by default. Remove the Facebook & Instagram channel from products you don’t want on Instagram.

Tag products in posts and stories

Posts. After approval, add product tags when you publish a post, from your Meta catalog. A product must be available both in the Meta catalog and on your online store to be tagged. If a product has several variants in Shopify, you choose one variant for the tag.

Stories. Use the product sticker to tag a product. Shopify’s Help Center says product tags work in image stories only, while Instagram’s product sticker page offers the sticker on a photo or a video. Post a test video story before you plan around one.

Editing tags. You move or remove tags on Instagram itself; Instagram’s help center covers the steps.

A few habits that help tagged posts sell:

  • Tag the product in the photo where it is visible, not a different variant.
  • Put the details people ask about, such as sizes and colors, in the caption, since the tag shows Shopify’s description.
  • Reuse your best tagged posts as ads; our guide to Instagram ads for Shopify covers that.

For shopping from Reels and creator content, see our guide to Instagram Stories and Reels shopping.

Checkout and taxes

When a customer taps a tagged product and selects Checkout on seller’s website, they go to the product in your online store and pay in your Shopify checkout. The order is an ordinary Shopify order: your payment methods, discounts and shipping rates apply, and you fulfill it from your admin.

As of August 26, 2025, Meta is no longer a marketplace tax facilitator, so tax collection and compliance on Instagram and Facebook orders are yours. Check that your tax settings cover every country you ship Instagram orders to.

To see what Instagram brings, add UTM parameters to links in your bio and stories, and compare Instagram sessions and orders in the Channel performance report in the Growth section. The marketing and SEO hub has guides for other channels.

Frequently asked questions

How do I connect my Shopify store to Instagram? Install the free Facebook & Instagram sales channel, click Start set up on Instagram Shopping, connect your Facebook account, business portfolio, Page and Instagram professional account, and finish setup. After Meta approves the account, you can tag products.

Can customers check out inside Instagram? Instagram Shopping now redirects customers to your Shopify checkout. They select Checkout on seller’s website and pay on your store.

Can I tag products in Instagram video stories? The two help centers disagree: Shopify’s says image stories only, and Instagram’s sticker page offers the sticker on a photo or a video. A test story from your own account settles it for your shop.

Who pays sales tax on Instagram orders? The merchant does. Since August 26, 2025, Meta is no longer a marketplace tax facilitator, so you are responsible for collecting and remitting tax on these orders.