Instagram Expands Access to Ecommerce Features to More Businesses, Creators

New eligibility requirements take effect July 9

New businesses will go through an updated onboarding flow Instagram
Headshot of David Cohen

Instagram updated its commerce eligibility requirements to give more businesses, as well as creators, access to its shopping features.

The new rules go into effect July 9 in all countries where Instagram shopping is currently supported.

Once the rules are in place, businesses must tag products on Instagram from a single website that they own and sell from, with the aim of giving users a consistent and trusted shopping experience.

Instagram said it will update its signup flow to provide businesses with clearer guidance and more transparency into the types of businesses it is best suited to support, including creators looking to sell merchandise.

Businesses will be notified as soon as they are approved or given a clear reason why they were turned down so they can make the necessary adjustments.

Instagram said new businesses will go through the updated onboarding flow, while those that are already on its platform will receive in-application notifications with directions on how to proceed.


The Facebook-owned photo- and video-sharing network broke down its eligibility requirements into five categories:

  1. Compliance with policies: Facebook accounts and pages must comply with Facebook’s terms of service, commercial terms and community standards, and Instagram business accounts must comply with that platform’s terms of use and community guidelines. Also, lack of compliance with the platform’s merchant agreement, commerce policies, ads policies and pages, groups and events policies may result in loss of access to commerce surfaces and features across Facebook or accounts being disabled altogether.
  2. Representing the business and domain: Facebook pages or Instagram business accounts must contain product listings available for purchase via the business’ website or the social network’s Checkout feature. When buyers are directed to websites in markets supported by Instagram shopping, businesses must provide Facebook with the single, non-shortened domain through which they sell, and Facebook pages or Instagram business accounts must represent the store or website associated with that domain. Businesses may be required to complete the company’s domain verification process.
  3. Supported markets: Checkout on Facebook and Instagram is currently supported only in the U.S. A list of supported markets for commerce surfaces on Facebook is available here, and markets were Instagram shopping is supported are on this list.
  4. Trustworthiness: An authentic, established presence must exist on Facebook and Instagram, which may include maintaining a sufficient follower base.
  5. Accuracy and following best practices: Product information must not contain misleading pricing and availability, and refund and return policies must be clearly displayed and easily accessible, either on the business’ website, Facebook or Instagram.

Instagram said in a blog post, “Whether you are a candle business making a foray into ecommerce, a musician selling merchandise or a food blogger expanding into your own cookware line, any eligible business or creator account with at least one eligible product can use shopping tags to drive people to their website to make a purchase. U.S. businesses that are part of our Checkout test on Instagram can drive people to purchase directly in the app.” David Cohen is editor of Adweek's Social Pro Daily.