How to Sell on Instagram marketplace? Step-by-Step Guide 2026

Remember when Instagram was just for pretty pictures? Those days are GONE. Over 2 billion monthly active users engage with Instagram in 2026, with users spending an average of 17+ hours monthly on the platform. Instagram Shopping features now drive 30% more conversions than in 2025, making it an essential sales channel for eCommerce brands.

The blog below will introduce you to the Instagram Marketplace, what it is, how it works, how you can create an Instagram business profile, how you can sell on Instagram Marketplace, and the best ways to use Instagram for your business.

What Is Instagram Marketplace and How Does It Work?

The Instagram Marketplace allows you to market your products directly to your audience via Instagram. The point is to have the Instagram page to link it to a shopping place, where consumers are able to browse, discover and at the same time, buy products without leaving the app.

With Instagram Marketplace, you can:

• Create a virtual storefront that showcases your products.
• Tag products in feed posts, Stories, Reels, and even Live videos.
• Allow customers to shop easily through Instagram Checkout. (If applicable)
• Get sales through the Shop tab and reach new potential buyers.
• Engage with shoppers directly via comments, Stories, and DMs to increase conversions.

How Does It Work?

Once your Instagram Shop is set up, the marketplace works as a direct selling platform within the app. Here’s how it works:

• Shoppable Posts & Stories – Tag the products you love to sell in the posts and stories, and enhance engagement using eye-catching poster templates that encourage customers to click for more info and purchase.

• Reels & Live Shopping – Use the video content to show your products and thereby make your brand more interesting and engaging.
• Instagram Shop Tab – Customers can view your products in the shop tab and can scroll through your catalog easily. You can also add the website link in the bio. 

• In-App Checkout (Available in Some Countries) – The customer has now the option to buy and the shopping process is now made easy as they can buy directly from Instagram.
• Selling via DMs – If Instagram Checkout isn’t available in your location, you can take orders through Direct Messages (DMs) and accept payment methods such as a bank transfer or PayPal.

How to Sell on Instagram Marketplace? Step-by-Step

Before beginning with the steps, we assume that you have accounts on both Facebook Marketplace and Instagram.

Now, follow the below instructions to start selling on the Instagram Marketplace.

Step 1: Create a business profile on Instagram

Start by setting up an Instagram Business page, which will give you access to a number of features specifically designed for small businesses.

You can create a new business account or convert your personal account to a business account. 

If you’re using desktop, follow the below instructions to change your personal account to a business account:

• Go to your instagram profile and click on ‘Settings’ from the top right corner of your Instagram account.
• Then click on ‘Settings and Privacy.’
• Scroll down on the settings and find ‘Account type and tools’ and click on ‘Professional account.’

• Select whether you see yourself as a business or a creator and then click Next.

• Moreover, in case you have already classified your business type, then you will be redirected to the category page. It is at your choice whether you want to let other users view your category on your profile.

• Click on ‘Done’ whenever you have decided on your choice. First and foremost, make sure to edit and add all the contact details of your business as needed. 
• To give users an easy way to reach out to you, make your information easily available on your profile. 
• Click the ‘Save’ button after you have finished everything in this part. 
• After making changes, click on ‘Done’ to create your Instagram Business account.

Step 2: Link your Instagram account and Facebook Business page

1. You should then link your Facebook Business page to your Instagram account after setting it up as a business account. 
2. Click the ‘See more’ in the ‘Accounts Center link’ from the Settings page. 
3. Click Add Accounts in the Accounts Center, then follow the steps to link your Instagram account and Facebook Business page.

Step 3: Link your Instagram page to your website

The next step is to connect your Instagram account to your eCommerce website.  Instagram links easily with a wide range of eCommerce websites.  If your Instagram account is supported, you can use Commerce Manager to link your online store to Facebook and Instagram.

You may also use connectors to sync your products, which will greatly simplify inventory management and ensure that your Instagram product listings are accurate. You’re now set to go, so start selling your things on Instagram and growing your business right away.

Step 4: Sell Your Products on Instagram Without a Website

Following the three steps outlined above, you can start selling on the Instagram marketplace without a website.

Instagram actually wants users to stick with their app. This is because retaining the entire customer journey on Instagram is more advantageous than directing traffic to external links. 

Step 5: Setting Instagram payment

With Instagram Shopping, customers can tap the ‘Shop now’ product tag to complete their purchase on your company website, or if you don’t have a website, you can activate the Checkout option. 

With this in-app payment option, customers can select products, enter payment details, and track purchases without ever leaving Instagram. They can pay with PayPal, American Express, Visa, Mastercard, or Discover.

How do you connect Instagram and Shopify to start selling?

Connecting Instagram and Shopify is easy and simple. All you have to do is follow the below-given steps to get started with:

Step 1: Install the Facebook & Instagram App on Shopify

1. Log in to your Shopify dashboard.
2. Go to Apps and search for ‘Facebook & Instagram’.
3. Click ‘Add App’ and install it.
4. Open the app and select ‘Set up Instagram Shopping’.

Step 2: Connect Your Instagram Business Account

1. Log in to your Facebook account (which should be linked to your business).
2. Select your Instagram Business account from the list.
3. Grant the necessary permissions to sync products.

Step 3: Sync Your Shopify Product Catalog

1. Go to ‘ Commerce Manager ‘ on the Facebook & Instagram app.
2. Select ‘Add Catalog’ and choose your Shopify product catalog.
3. Shopify will automatically sync your products to Instagram.

Step 4: Enable Instagram Shopping on Your Profile

1. Open Instagram and go to Settings > Business > Shopping.
2. Select your synced product catalog and enable shopping.

Benefits of Integrating Instagram with Shopify to Sell Products

Integrating your Shopify store with Instagram provides several benefits for expanding your business. It increases sales potential, boosts brand visibility, and makes the buying experience easier for your customers. Here’s how this helps you as a seller:

Enhanced Shopping Experience 

With Shopify integrated, customers can navigate and buy necessary products without leaving the Instagram app. This part is so easy and makes your customers get paid in one click while your revenue grows. Whether you’re selling clothing, gadgets, or even digital content like books, the process remains seamless. For example, readers can instantly access your latest novel online directly through your Instagram shop.

Increase in opportunities for sales 

 On Instagram, you can connect products to posts and stories by using the tag feature, hence, they become easily accessible and purchasable for users. These tags are like your direct marketing tools, which means that you can get to new customers to broaden your sales network and make money on Instagram.

Effective Advertising

Instagram’s ad targeting options give the power to attract your target audience by enabling ads to deliver audio or video clips that a user interacted with. This way you can retarget people with ads and more effectively acquire new customers along with seeing the conversion rate spike.

Simplified Product Tagging

Tag products in Instagram images and stories to facilitate seeing and purchase.

Inventory Management

Shopify’s integration with Instagram improves inventory management by linking your product catalog across platforms.

How to Sell on Instagram for Free? Tips & Strategies

You can sell on Instagram for free. Yes, you heard it right! Since you’ve come this far, we will walk you through the tips and tricks on how to sell more products on Instagram. By following the content below, you not only boost your revenue but also grow your business by 2X.

Make Your Instagram Business Profile Attractive

First impressions count, and your Instagram profile serves as your online storefront! A well-optimized profile encourages people to explore and buy your products while also building trust.

Here’s how to make your profile look presentable and ready for sale:

• Use a unique username that is clear, concise, and relevant.
• Select a high-quality profile picture. The best options are your logo or a picture of your product.
• Craft an engaging biography. Include a call-to-action (such as “Shop now!” or “DM to order”) together with a clear explanation of what you sell.
• Include a link that can be clicked in your bio. Use a direct link to your order form, WhatsApp, or store on Linktree.
• Use Instagram Highlights. Sort them into sections such as Best Sellers, Reviews, New Arrivals, and FAQs.

Turn on Instagram Shopping to Increase Sales of Products

Activating Instagram Shopping is one of the simplest ways to sell on Instagram for free.  Customers can easily make purchases immediately from your page because you can tag products in posts, reels, and stories.  So, how do you enable shopping on Instagram?  We have already gone over the steps in detail, but we will brief you shortly. 

How to Turn on Shopping on Instagram:

• If you haven’t already done so, switch to an Instagram business account.
• You can manually add your product catalog or sync it with your Shopify store by going to the Commerce Manager.
• Connect your catalog by going to business> Shopping in Instagram Settings.
• Send your account for approval and evaluation; this process often takes a few days.
• Once approved, you can add product tags to your stories and posts!

Use Instagram Stories for Selling Products

Instagram Stories are one of the most effective free methods for marketing and selling your products. As stories disappear after 24 hours, they create a sense of urgency, encouraging users to act quickly.

Here are some efficient strategies to market using Instagram stories:

• Use Shopping Stickers to tag your products directly, allowing followers to buy instantly.
• Display Behind-the-Scenes Content: Provide insight into product packaging, production, or consumer feedback.
• Conduct polls and Q&A sessions to ask customers about their preferred items or answer their often-asked queries.
• Show a live demo of using your products and provide exclusive discounts to viewers.
• Post FAQs, best-selling products, and customer reviews on the product in the highlights. So, whenever a user goes through your profile, they can learn everything before making a choice.

Collaborate With Instagram Influencers

You don’t need a large marketing budget to collaborate with influencers! Instead of collaborating with influencers with massive fan bases, reach out to micro-influencers (5K-50K followers) in your industry with loyal and engaged followers.

Here is how you can collaborate for free:

1. Identify Influencers in Your Niche: Look for those who have already discussed products similar to yours.
2. Provide free products: Micro-influencers will promote your product in exchange for a free sample.
3. Request honest reviews and shoutouts from influencers, such as unboxing videos, testimonials, and styling suggestions.
4. Use Instagram’s Collab Feature to double your audience by sharing the same content across both profiles.
5. Create Referral Programs: Offer influencers a discount code to increase sales and reward them for each purchase.
6. Direct message at least 10-20 micro-influencers to enhance your collaboration chances. Some will say yes, and that’s when you start growing!

Top 5 Products to Sell on the Instagram Marketplace

Instagram Marketplace is a great place for selling popular products, specially those that are visually appealing and connect with Instagram’s audience.

2026 Trend Alert: AI-personalized products, sustainable tech accessories, wellness tech (smart water bottles, sleep trackers), and niche hobby supplies see highest engagement rates. Video product demos increase conversions by 45%.

The below given products are not just popular, but also designed for Instagram’s visual and engagement nature.

1. Environmentally friendly and sustainable products

The interest in sustainability products continues to rise, and eco-aware users have a real interest to find the product that aligns with their values. Some of the products are reusable water bottles, bamboo utensils, and biodegradable phone cases are in high demand. The reason why so many of these products trend on Instagram is their visual appearance, their appealing nature, and the fact that they send a clear message to an environmentally awake public.

2. Skincare Products Featuring Unique Ingredients

Instagram still attracts a large amount of attention to the products that are manufactured for the best skin care mostly if those products contain odd ingredients such as snail slime materials or CBD. These trending products on social media allow users to easily tag them, and they like to share their skin-care journey and result. 

3. Fitness and Wellness Gear

An increasing number of people are lifestyle-aware due to which fitness gear like resistance bands, yoga mats, and portable workout equipment are becoming popular. These products are ideal for Instagram since they can be displayed in action through reels or stories, and thus making them very appealing to fitness enthusiasts.

4. Personalized Jewelry

Custom-made jewelries like name necklaces as well as birthstone rings are not only beautiful, but they are also emotionally touching. Most of the people gift jewelry products to their loved-ones. Instagram’s visual platform enables sellers to efficiently display elaborate designs and customizing choices.

5. Pet Accessories

Pet owners enjoy treating their pets, and Instagram is filled with pet lovers. Trending items include fashionable pet collars, interactive toys, and pet grooming kits. Cute pet images and videos making use of these products can go viral, bringing in sales and engagement.

Final Thoughts

Instagram Marketplace is a powerful tool to sell your products directly to a vast and engaged audience. As discussed in the blog, you must set up a business profile and use shoppable posts, stories, reels, and live shopping to start selling and maximize sales.

So, in addition to selling on Instagram Marketplace, you might consider expanding your business through platforms like Amazon. If yes then AMZ Prep is your go-to partner. They handle your shipping, fulfillment, and logistics, making it easier for you to focus on growing your sales.

Frequently Asked Questions

Blair Forrest

Blair Forrest is the Founder of AMZ Prep, one of North America’s fastest-growing third-party logistics and fulfillment networks, built entirely without outside capital since 2016. Under his leadership, AMZ Prep has scaled to 50+ fulfillment centers across 6 countries, processing over 8 million units monthly and powering $2 billion+ in annual GMV for more than 5,000 brands worldwide including 437, Silverts, Saltyface, Unilever, Duracell, and JBL. A recognized authority in eCommerce logistics, Amazon FBA strategy, and supply chain optimization, Blair has helped thousands of sellers and brands master their fulfillment operations from first shipment to enterprise scale. He regularly consults on FBA prep, multi-channel fulfillment, last mile delivery, international expansion, and cost reduction strategies that save brands 20–40% compared to traditional 3PL providers. Blair’s insights on Amazon logistics, 3PL operations, and eCommerce growth are widely cited across the industry. Through AMZ Prep’s content, guides, and resources, he continues to share battle-tested strategies drawn from managing one of the largest independently owned fulfillment networks in North America.