Instagram Shop in 2026: Website Checkout and Tags
Instagram Shop still exists, but it no longer takes payment. Meta’s Business Help Center says that as of September 2025, Shops on Facebook and Instagram use website checkout: people find products on Instagram and finish buying on the seller’s own website. Commerce Manager’s payouts, order management, returns, disputes and Inbox were discontinued.
Older guides still describe paying inside the app, and so does one of Instagram’s own help articles. This one follows Meta’s newer page and sticks to the Instagram side: who qualifies, product tags and stickers, and what buyers see. For the parts of Instagram that have nothing to do with selling, see our Instagram user guide.
Table of Contents
- Is Instagram Shop still available? What changed in 2025
- What is an Instagram Shop now?
- Who can set up an Instagram Shop? (eligibility)
- How to set up a shop on Instagram
- How to tag products in posts and stories
- How shopping on Instagram works for buyers
- Can Outfeed add product tags to a post?
- Instagram Shop FAQ
Is Instagram Shop still available? What changed in 2025
Yes as a place to discover products, no as a place to pay. The Instagram shopping news to know: in September 2025, Meta moved Shops on Facebook and Instagram to website checkout. In Meta’s words: “Payment processing has been discontinued for Shops. You can no longer conduct transactions in your Shops on Facebook and Instagram.” A shop that used checkout on Facebook or Instagram had its checkout method updated, or became invisible.
| Before September 2025 | Now | |
|---|---|---|
| Where buyers pay | Checkout on Facebook or Instagram, for shops that used it | On the seller’s website |
| Payment processing in Shops | Offered | Discontinued |
| Payouts, orders, returns, disputes and Inbox in Commerce Manager | Offered | Discontinued |
| Shop home page, collections and product pages | Offered | Still there |
Checked against Meta Business Help Center: About changes to Shops and checkout on Facebook and Instagram.
Meta’s page gives the month, not an exact day. For what the switch means inside Commerce Manager, see our Facebook Commerce Manager guide.
Instagram’s own help article hasn’t caught up
Instagram’s “Shopping on Instagram” article still says: “Checkout on Facebook and Instagram is currently only supported in the United States.” The same article also says some Shops and checkout features “are no longer supported” and links to Meta’s page on the changes. When the two disagree, go by Meta’s newer page: nobody can sell with in-app checkout on Instagram today.
Checked against Instagram Help Center: Shopping on Instagram.
What is an Instagram Shop now?
A storefront for discovery that hands buyers off to your website. Shops keep their home page, collections and product pages, and you connect products to your content in two ways: product tags in feed posts and product stickers in stories. The sale itself happens on your site. Checked against Meta Business Help Center: About changes to Shops and checkout on Facebook and Instagram
A few related rules from Instagram’s help:
- Reels. Adding products to a reel “applies only to legacy shops catalogs”. Checked against Instagram Help Center: Add shopping tags to Instagram posts
- Boosting. Feed posts with product tags can be boosted, Checked against Instagram Help Center: Boost a post on Instagram (+ Troubleshoot boosting content) but a reel with product tags can’t. Checked against Instagram Help Center: Boost an Instagram Reel The full rules are in how to boost an Instagram post.
- Review. Every product is reviewed against Meta’s Commerce Policies. Checked against Instagram Help Center: Add shopping tags to Instagram posts
Who can set up an Instagram Shop? (eligibility)
A business that meets Meta’s Commerce Eligibility Requirements and is in a supported country. Only the United States has the full Shops experience. Work through this checklist, from Instagram’s Shopping article:
- Policy compliance. Your Instagram professional account (or Facebook account and Page) follows Meta’s terms and policies.
- Your own website. Product listings must be available for direct purchase from your website, on a domain you sell from. Meta may require Domain Verification.
- A supported country. Full experience: the United States, excluding its territories. Open beta: Canada, Brazil, Mexico, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, United Kingdom, Australia, India, Japan, Korea, Singapore, Taiwan and Thailand. Limited: Ukraine and Indonesia.
- An established presence. Meta wants “an authentic, established presence,” which “may also include maintaining a sufficient follower base.” It publishes no follower number.
- Clear pricing and refunds. Prices and refund policies have to be clear.
Checked against Instagram Help Center: Shopping on Instagram (Supported countries; Commerce eligibility requirements).
No products of your own? Eligible creators can earn commission on other brands’ products through Instagram’s affiliate program, which is still rolling out, and our roundup of affiliate marketing tools covers networks and software beyond Instagram.
How to set up a shop on Instagram
Switch to a professional account, confirm you’re eligible, then build a catalog and set up the shop in Meta’s Commerce Manager before you tag anything. Product tagging needs an eligible catalog in Commerce Manager, so the order matters:
- Get a professional account. If you’re still on a personal one, see how to switch to a business account on Instagram. A private account becomes public when you switch. Checked against Instagram Help Center: Set up a professional Instagram account to access business or creator tools and controls
- Check the eligibility list above, especially the website you sell from and your country.
- Build the catalog and shop in Commerce Manager. Meta’s steps for the catalog, the commerce account and the shop review are in our Facebook Commerce Manager guide.
- Tag products in feed posts and add product stickers to stories, as shown below.
How to tag products in posts and stories
In a new post, tap More options, then Tag products, before you share. A photo post takes up to 20 product tags, and a story takes one product sticker with up to 5 products. Instagram lists who can tag: accounts 13 or older with a qualified public account that’s been active over the past 30 days and has no more than 2 policy violations, or approved branded content partners.
Product tags in feed posts
Instagram publishes one set of phone steps for iPhone and Android:
In the Instagram app:
- Tap Create and select Post.
- Select a photo or video and add a caption, effects and filters. Tap Next (iPhone) or the icon shown in its place (Android).
- Tap More options, then tap Tag products. Tap the products in the photo or video that you want to tag.
- Search for the products you want to tag, then select them as they appear in the search box.
- Tap Done (iPhone) or the icon shown in its place (Android).
- Tap Share.
Checked against Instagram Help Center: Add shopping tags to Instagram posts.
Instagram’s limits: “You can tag up to 20 products and shops in a photo feed post.” A carousel gets 20 tags in total across all its photos and videos, and tags can go on new or existing posts. The tagging article still describes a carousel as “up to 10 photos and videos”, while Instagram’s carousel article now allows up to 20 items in one post. Checked against Instagram Help Center: Share a post with multiple photos or videos on Instagram
Product stickers in stories
In the Instagram app:
- Tap Create and select Story.
- Select a photo or video to upload to your story, then select the product sticker from the sticker tray.
- Select the collection, storefront or product(s) from your catalog that you want to feature.
- Tap Done.
- Move the sticker to where you want it to appear on your story. The style of the sticker can be changed by tapping the sticker.
- Tap the arrow and select your audience.
- Tap Share.
Checked against Instagram Help Center: Shopping on Instagram (How to add product stickers to Instagram stories).
You can add one product sticker per story, with up to 5 products tagged, and combine it with other stickers such as polls. A business needs its shop on Instagram set up first.
How shopping on Instagram works for buyers
You discover products on Instagram and pay on the seller’s website. If you’re wondering how to shop in Instagram today: browse a shop’s home page, collections and product pages, or find products through tags on posts and stickers on stories, then finish the purchase on the seller’s own site. Meta discontinued payment processing for Shops, so there’s no checkout to complete inside Instagram. Checked against Meta Business Help Center: About changes to Shops and checkout on Facebook and Instagram
Can Outfeed add product tags to a post?
Instagram’s tagging article covers adding product tags to new or existing posts in the app. If you run the shop’s Facebook Page and Instagram account together, our Meta Business Suite guide covers Meta’s shared workspace for both.
Plan your organic Instagram posts in Outfeed AI
Instagram Shop FAQ
Is Instagram Shop still available?
Yes, as a place to discover products. Meta’s Business Help Center says that as of September 2025, Shops on Facebook and Instagram use website checkout: shoppers complete the purchase on the seller’s own website. Payment processing in Shops was discontinued, along with Commerce Manager’s payouts, order management, returns, disputes and Inbox.
Can you still check out on Instagram?
No. Meta says payment processing has been discontinued for Shops and you can no longer conduct transactions in your Shops on Facebook and Instagram. Instagram’s own Shopping help article still says checkout is supported only in the United States, but the same article links to Meta’s page on the Shops and checkout features that are no longer supported.
What are the requirements for Instagram Shopping?
Meta’s Commerce Eligibility Requirements: follow Meta’s policies, sell products that are available for direct purchase on your website, be in a supported country, show an authentic, established presence, which may include a sufficient follower base, and keep pricing and refund policies clear. Only the US has the full Shops experience; 20 other countries are in open beta, and Ukraine and Indonesia have a limited version.
How do I set up an Instagram Shop?
Switch to a professional Instagram account, check that you meet Meta’s eligibility requirements and sell from a supported country, then build a catalog and set up your shop in Meta’s Commerce Manager. Product tagging needs an eligible catalog there. After that, you can tag up to 20 products in a photo post and add a product sticker with up to 5 products to a story.