How to Link Shopify to Instagram (and Tag Your Products)

To link Shopify to Instagram, add the free Facebook & Instagram by Meta sales channel in your Shopify admin, connect your Facebook account, Page and business portfolio, then make your products available to it. Once Instagram approves your shop, you can tag products in posts and stories. Checkout now happens on your Shopify store, not inside Instagram.

What the Facebook & Instagram channel does now

The channel syncs your Shopify products into a catalog on Facebook and Instagram. That catalog powers three things: a shop on your Facebook Page, Instagram Shopping on your profile, and Meta Marketing, which covers the Meta pixel, your data sharing level and the Conversions API. It's free with every Shopify plan, subject to store eligibility.

What changed in 2025 is checkout. As of August 26, 2025, Meta is no longer a marketplace tax facilitator for new orders, and Shopify says customers are redirected to your online store to complete their purchase. Meta then ended checkout on Facebook and Instagram for Shops on September 4, 2025. Today a shopper taps a tagged product, selects Checkout on seller's website, and buys in your normal Shopify checkout.

Two practical effects:

You collect the sales tax. Before you finish setup, go to Settings > Taxes and Duties and check your tax settings.
Your store has to sell the product directly. Products must be available for direct purchase from your verified domain.

Check the requirements first

Check these before you start. You need:

A Shopify online store that is not in private mode, with a valid sender email.
A published Facebook Page for your business.
A business portfolio connected to that Page. Your personal Facebook account needs full control of both the portfolio and the Page.
An Instagram professional account associated with that Facebook Page.
A business located in a country Meta supports for Shops on Facebook and Instagram.
Products that follow Meta's Commerce Policy. Everything goes through Facebook's review.

If a staff member is setting this up, they connect with their own Facebook account, and it needs the same level of control.

Connect Shopify to Instagram step by step

These are the steps from Shopify's help center.

In your Shopify admin, go to Settings > Sales channels.
Click Shopify App Store.
Search for Facebook.
Click Add channel (or Add app).
Click Start set up on the feature you want first, such as Instagram Shopping.
Click Connect account and sign in to Facebook.
Connect the Facebook assets the feature needs: your business portfolio, Page and Instagram account.
Accept the terms and conditions.
Click Finish setup.

The channel then appears under Sales channels in your admin, not under Settings > Apps. When you set up a second feature later, the Meta assets you already connected carry over.

Make your products available and get them approved

Connecting the channel doesn't publish your whole catalog. To add products:

Go to Facebook > Overview > View products.
Filter Availability to Unavailable on Facebook.
Select the products you want, or select all.
Click More actions > Add available channel(s)..., select Facebook, then Make products available.

A product is only eligible if it:

Requires shipping. Digital products aren't eligible.
Has a return policy.
Meets Meta's rules for title, description and image.
Has a Google Product Category.
Isn't free.

Product edits sync automatically and usually show up within a few minutes. Collections sync only for stores in the United States.

Tag products in posts and stories

Tagging opens once your Instagram business profile is approved and your Meta catalog is added. A product has to exist in both the Meta catalog and your Shopify online store.

To tag products in a new feed post:

Tap Create, then Post.
Pick your photo or video, add a caption, and tap Next.
Tap More options, then Tag products.
Tap the spots in the photo you want to tag.
Search for each product and select it.
Tap Done, then Share.

You can tag up to 20 products in a photo post, and a carousel can hold 20 tags in total. For products with variants, you pick one variant per tag. In stories, use the product sticker, which works on image stories only, not videos. People can also browse everything through View Shop on your profile.

Instagram also requires a public account of someone 13 or older, no more than 2 policy violations, and activity in the past 30 days.

Fix the common problems

Problem	What to check
Your Facebook Page doesn't appear during setup	Check the requirements above: the portfolio must be connected to the Page, with full control for your account
Products show errors	Sales channels > Facebook & Instagram > View products, fix the errors and click Save
Missing image or category error	Fix the errors listed under View products, then click Save
Variant error	Fill in the missing variant details
Wrong name, description or price on Instagram	Edit the product in Shopify and publish it; Instagram has to match Shopify
Price still wrong	Check the compare-at price and any sale dates in Meta Commerce Manager
Digital products missing	They aren't eligible because they don't require shipping
Can't tag products yet	The Instagram profile isn't approved yet, or the product isn't in both the catalog and your online store

For digital goods, sell through links instead. Our guide to selling digital products covers how.

Put your Shopify store in your bio and stories

Product tags only reach people looking at that post. Your bio link reaches everyone who visits your profile.

On Instagram, go to Edit profile > Links > Add external link.
Paste your store URL, or a direct link to your best seller or a collection.
Save. You can add up to five links.

The full walkthrough is in our Instagram bio link guide. For new drops, add a link sticker to a story that points straight at the product page; here's how to add a link to an Instagram story.

If you want a page that shows several products at once, a link page works well. With Olaa Pro, your olaa.im/yourname page can show Shopify products with their photo and price, as a button or a buy card. Checkout happens in your Shopify store and Olaa takes no cut. The same page can carry your other links, a Mailchimp email signup and your social icons. Pro is $8 a month or $72 a year, and Olaa for shops shows how it looks.

For the wider picture, see how to sell on Instagram.

FAQ

Is the Shopify Facebook and Instagram channel free?

Yes. Shopify says the channel is free to use with all Shopify plans, subject to store eligibility.

Can customers still check out inside Instagram?

No. Meta ended checkout on Facebook and Instagram for Shops in September 2025. Shoppers tap Checkout on seller's website and pay in your Shopify checkout.

Why can't I see my products in Instagram?

Check that each product is available to the Facebook channel, requires shipping, has a return policy, a Google Product Category, a price above zero, and an image. Then look in View products for errors. Edits usually sync within a few minutes.

Do I need a Facebook Page to link Shopify to Instagram?

Yes. You need a published Facebook Page for your business, a business portfolio connected to it, and an Instagram professional account associated with that Page.

Can I sell digital products through Instagram Shopping on Shopify?

No. The channel only accepts products that require shipping. Link to digital products from your bio, stories or a link page instead.

Who collects sales tax on Instagram orders?

You do. Since August 26, 2025, Meta is no longer a marketplace tax facilitator for new orders, so check Settings > Taxes and Duties in Shopify.