How to Sell on Instagram?

Instagram Shopping is a suite of features designed by Instagram to make it easier for businesses to sell products directly through the platform. It allows users to discover, browse, and purchase products without ever leaving the Instagram app.

This functionality bridges the gap between discovery and purchase, streamlining the customer journey.

Key features of Instagram Shopping include:

• Shops: A customizable storefront on your profile where you can showcase your products.
• Product Tags: You can tag products in your posts, Stories, Reels, and even Lives, making them shoppable directly from your content. When users tap on a tagged product, they see product details, pricing, and a direct link to purchase.
• Product Stickers: Similar to tags, but for Stories, allowing users to tap and view product information.
• Product Detail Pages: These pages display all relevant information about a product, including descriptions, pricing, images, and links to your website.
• Checkout on Instagram (limited availability): In some regions, customers can complete purchases directly within the app, although this feature is not yet widely available in India. In India, most transactions will direct users to your website. These features are essential if you want to effectively sell on Instagram.

Setting up Instagram Shopping correctly is crucial for maximizing your sales potential.

Follow these steps carefully to ensure you can effectively sell products on Instagram:

1. Meet Eligibility Requirements

Before you begin, ensure your business qualifies for Instagram Shopping. You must operate from a supported market (India is supported), sell physical goods (not services), comply with Instagram's Commerce Policies and Merchant Agreement, and own the website domain from which you intend to sell. Your business must also demonstrate trustworthiness and provide accurate information.

2. Convert to a Business or Creator Account

If you're currently using a personal Instagram profile, you must:

i) Switch to a professional account (either Business or Creator).

ii) A professional account gives you access to essential Instagram business tools, such as:

• Shopping features.
• Instagram Insights (to understand your audience and improve your content strategy).

iii) To switch to a professional account:

1. Go to your Instagram profile.
2. Tap the three lines in the top right corner.
3. Select "Settings and privacy".
4. Tap "Account type and tools".
5. Choose "Switch to professional account" and follow the prompts.

3. Connect to a Facebook Page

Instagram Shopping requires you to connect your Instagram professional account to a Facebook Business Page. This connection is essential because your product catalog, which powers Instagram Shopping, is managed through Facebook's Commerce Manager. If you don't have a Facebook Page for your business, you can create one during this step.

4. Set Up a Product Catalog

Your product catalog is the inventory of all the products you want to sell on Instagram. You can create and manage this catalog in Facebook Commerce Manager.

• Manual Upload: You can add products one by one, uploading images, descriptions, prices, and website links.
• Data Feed: For larger inventories, you can upload a spreadsheet or XML file containing all your product information.
• Partner Platform Integration: If you use an e-commerce platform like Shopify, WooCommerce, or Magento, you can directly integrate your store to sync your product catalog automatically. This is often the most efficient method for how to sell on Instagram in India.

5. Submit Your Account for Review

Once your shop is set up and your product catalog is loaded, you need to:

i) Submit your account for review by Instagram.

ii) To do this:

1. Go to your Instagram profile.
2. Tap the three lines in the top right corner.
3. Select "Settings and privacy".
4. Tap "Business".
5. Choose "Shopping".
6. Select the product catalog you want to connect.
7. Follow the prompts to complete the setup.

iii) Instagram will review your account to ensure it complies with their commerce policies.

This step is essential to officially start selling on Instagram.

6. Activate Shopping Features and Start Tagging

After your account is approved, you can activate the shopping features. Now, when you create a new post, Story, or Reel, you will see an option to "Tag Products." Simply tap on the product in your image or video and select the corresponding item from your catalog. For Stories, you can use the product sticker. This makes your content directly shoppable, simplifying how to sell products on Instagram.

When you decide to sell on Instagram, you essentially have two primary approaches: the official Instagram Shopping features or a more manual "DM to Buy" model. Each has its own set of advantages and disadvantages.

The Official Way (Using Instagram Shopping)

This method leverages all the features discussed in the step-by-step guide above.

1. Pros:

• Seamless User Experience: Customers can browse products directly within Instagram, tap on tags, and easily navigate to your website for purchase. This reduces friction in the buying journey.
• Increased Discoverability: Products tagged in posts, Stories, and Reels can appear in the Instagram Shop tab, exposing your products to a wider audience actively looking to shop.
• Professional Appearance: An integrated shop creates a more polished and trustworthy image for your brand.
• Analytics: Instagram Shopping provides insights into how users interact with your products, helping you optimize your strategy.
• Brand Authority: Using official features signals to customers that you are a legitimate and established business, making it easier to sell on Instagram.

2. Cons:

• Eligibility Requirements: Not all businesses or products may qualify for Instagram Shopping (e.g., services cannot be sold directly).
• Setup Complexity: It requires linking to a Facebook Business Page and setting up a product catalog, which can be a bit technical for beginners.
• Approval Process: Your account needs to be reviewed and approved by Instagram, which can take some time.
• Relies on External Website: For most Indian businesses, final transactions still happen on your e-commerce website, meaning users leave Instagram to complete the purchase.

The Manual Way (The "DM to Buy" Model)

This method involves posting product images or videos and asking interested customers to send you a Direct Message (DM) to inquire about or purchase products.

1. Pros:

• No Setup Requirements: You don't need a Facebook Business Page, a product catalog, or Instagram's approval. Anyone can start selling immediately.
• Direct Customer Interaction: The DM model fosters direct, personalized conversations with customers, allowing for customized orders, immediate query resolution, and building rapport.
• Flexibility: You have complete control over the sales process, payment methods, and shipping arrangements. This is an accessible way for anyone to learn how to sell on Instagram.
• Good for Small-Scale Sellers: Ideal for artisans, small businesses, or individuals selling unique, limited-edition, or custom products.

2. Cons:

• Labor-Intensive: Each inquiry requires manual interaction, which can become overwhelming as your volume increases.
• Less Scalable: It's difficult to manage hundreds or thousands of inquiries manually, limiting your growth potential.
• Less Professional: May appear less professional than an integrated shop, potentially reducing trust for some customers.
• No In-App Discovery: Your products won't appear in the Instagram Shop tab or be discoverable through product tags, limiting organic reach specifically for shopping purposes.
• Higher Friction: Customers have to take more steps (DM, discuss, arrange payment) compared to clicking a shoppable tag, which can lead to higher abandonment rates. This makes it harder to sell products on Instagram at scale.

Hybrid Approach for Selling Baby Clothes Online

Many successful online baby clothing businesses don't limit themselves to a single sales strategy; instead, they adopt a hybrid approach.

1. Businesses can leverage Instagram Shopping for their main product lines, such as:

• Onesies
• Rompers
• Basic sets.

2. Benefits of Instagram Shopping:

• Streamlined browse and checkout process.
• Customers can discover and purchase products directly within the app.

3. For customized orders or unique inquiries, businesses can use the "DM to Buy" method:

• Ideal for limited-edition drops or products requiring personalized attention.
• Enables direct, intimate conversations with customers.
• Allows for detailed discussions on:
  • Sizing
  • Fabric choices
  • Personalization options
  • Bespoke designs.

4. This combination of automated shopping and direct interaction:

• Optimizes sales across a diverse product range.
• Caters to different customer needs effectively.

When you sell on Instagram in India, even from home, you must comply with certain legal and regulatory requirements. Ignoring these can lead to fines, legal issues, or even business closure.

1. Business Registration: While small-scale sellers might start informally, it's advisable to register your business as a Sole Proprietorship (Proprietorship Firm) or a One Person Company (OPC) once you start generating significant revenue. This provides legal recognition and simplifies other compliances.
2. GST Registration: If your annual turnover exceeds the threshold (currently Rs. 20 lakhs for goods, though check the latest regulations for your specific state and product/service type), GST (Goods and Services Tax) registration is mandatory. Even if you're below the threshold, selling through e-commerce operators (like Instagram Shopping, if it acts as one for your transactions) might require GST registration irrespective of turnover. Consult a tax professional for clarity on how to sell on Instagram in India with GST compliance.
3. FSSAI License (for Food Products): If you are selling food items on Instagram (e.g., home-baked goods, artisanal food products), you must obtain an FSSAI (Food Safety and Standards Authority of India) license or registration. The type of license depends on your annual turnover. This is crucial for selling food safely and legally.
4. Consumer Protection (E-Commerce) Rules, 2020: These rules apply to all e-commerce entities (including sellers on platforms like Instagram). You must provide accurate information about your products, display your legal name, contact details, and grievance redressal mechanism. You cannot manipulate prices or engage in unfair trade practices. Ensure your product descriptions and images are truthful.
5. Payment Gateway Compliance: If you use an external payment gateway (like Razorpay, Instamojo, PayU) on your website linked from Instagram, ensure it complies with RBI regulations and data security standards.
6. Intellectual Property Rights: Ensure that the products you sell on Instagram do not infringe on anyone's copyrights , trademarks , or design rights. Using original content and designs is crucial.

Always connect with a professional to ensure full compliance with Indian laws specific to your product category and business structure.

Your content is the heartbeat of your Instagram presence and directly impacts how to sell products on Instagram. A strong content strategy attracts your target audience, builds your brand, and drives sales.

1. High-Quality Visuals are Non-Negotiable: Instagram is a visual platform. Invest in good lighting (natural light is best), clear photos, and appealing aesthetics. Showcase your products from different angles, in use, and with appealing backgrounds. Video content (Reels, Stories) is highly engaging. Make your products look irresistible to encourage users to sell on Instagram.
2. Tell Your Brand Story: Don't just post product shots. Share the story behind your brand, your values, your inspiration, and your process. People connect with authenticity. Show your workspace, your team, or the making of your products. This builds a deeper connection with your audience.
3. Mix Up Your Content Formats: Use a variety of Instagram features:

• Feed Posts: High-quality product photos, lifestyle shots, announcements. Use carousels to show multiple angles or variations.
• Stories: Behind-the-scenes content, quick polls, Q&A sessions, product demonstrations, limited-time offers, and direct links to product pages.
• Reels: Short, engaging videos showcasing product benefits, tutorials, trending sounds, or quick transformations. Reels have high organic reach.
• Instagram Live: Host Q&A sessions, product launches, or collaborate with other creators.
• Guides: Create curated collections of products or themed content.

4. Strategic Use of Hashtags: Research relevant and trending hashtags in your niche. Use a mix of broad, niche-specific, and branded hashtags. Hashtags increase your discoverability beyond your followers. For example, if you sell on Instagram handmade jewelry, use #handmadejewelryindia #indiancrafts #etsyindia #supportsmallbusiness.
5. Engage with Your Audience: Respond to comments and DMs promptly. Ask questions in your captions to encourage interaction. Run polls and quizzes in Stories. Building a community fosters loyalty and trust, which translates to sales. Encourage user-generated content (UGC) by asking customers to tag you when they use your products; reposting UGC builds social proof.
6. Consistent Posting Schedule: Develop a consistent posting schedule that aligns with when your audience is most active. Use Instagram Insights to identify these times. Consistency keeps your audience engaged and your brand top-of-mind. This strategy is vital for how to sell on Instagram in India effectively.

While Instagram offers a lucrative platform, sellers also face several challenges:

1. High Competition: The platform is crowded with businesses, making it challenging to stand out. You need a clear USP and a strong brand voice to cut through the noise and effectively sell on Instagram.
2. Algorithm Changes: Instagram's algorithm frequently changes, impacting content reach and visibility. Businesses must constantly adapt their content strategy to maintain engagement.
3. Building Trust and Credibility: Online selling inherently carries trust issues, especially for new businesses. Building credibility requires consistent quality, transparent communication, and excellent customer service. This is a critical factor for how to sell products on Instagram successfully.
4. Managing Inquiries and Orders (especially for DM to Buy): If you rely solely on DMs, managing a high volume of inquiries, custom orders, and payment tracking can become overwhelming and time-consuming.

Solution: Direct Instagram traffic (via shoppable tags or your bio link) to a professional website to streamline the buying journey. This setup handles product selection, secure checkout, and payments, reducing the need for manual "DM to buy" interactions.

This not only enhances your brand's credibility and provides a trusted environment for customers with transparent policies and reviews, but also allows you to leverage powerful analytics and seamlessly integrate with third-party logistics partners for efficient shipping across India.