How to make your Instagram feed shoppable on your own site

Instagram Shopping is Meta's feature. You connect a catalogue and tag products in posts, Reels and Stories. A shopper taps the tag inside the Instagram app.

Meta decides who can use it. Its commerce eligibility page lists five requirements for a professional account. You must follow Meta's policies and represent your business and domain. You must be in a supported country. You must show trustworthiness and give accurate information.

A shoppable Instagram feed on your site is the other half. The same posts appear on your product pages, tagged with your products. The tap, the cart and the order all happen on your domain. This guide builds that version.

You can run both. Our piece on Instagram Shopping vs. on-site galleries covers where each one wins.

What you need before you start

• A professional Instagram account. Business or creator. Meta retired the Basic Display API on 4 December 2024. Its current API serves professional accounts. Switching is free in the app.
• A product catalogue the feed can read. On Shopify it syncs from the store. On other platforms, connect or import it.
• A first list of products. Pick 10 to 20 to tag first. Best sellers usually earn it.
• A speed baseline. Run PageSpeed Insights on your home page and two product pages. Save the reports.

Step by step: from Instagram to a sale on your site

1. Connect Instagram

In the Idukki dashboard, add Instagram as a source. Pick a feed type: Username, Hashtag, Tagged, Reels or Stories. Username pulls your own posts. Tagged pulls posts where people tagged your account. Hashtag pulls public posts on a tag you choose, such as a campaign tag.

2. Curate the posts

Imported posts land in a collection. Hide anything blurry, off-brand or out of date. Keep posts that show the product in use. Each post you keep needs tags and rights, so fewer is faster.

3. Clear rights on customer posts

Your own posts are yours. A customer's post is not, even when it tags you. Ask before you put a price next to it.

Idukki sends the creator a signed consent link. It records the consent text they saw, their answer and the time. You can export that record per post. Approvals expire after two years by default. Our rights request templates give you the wording.

4. Tag products on each post

Tag only what is visible in the photo. One to three products per post keeps the panel readable. A tag carries the product's name, price and variants from your catalogue.

AI tagging matches each image to your catalogue. By default, matches at 75% confidence or above tag themselves. Matches from 50% to 75% wait for you to accept. On a Reel, a tag can carry a timestamp. The product then shows while it is on screen.

5. Pick a layout for each page

• Grid. Tiles of posts on the home page or a collection page.
• Carousel. One scrolling row, for product pages with little space.
• Shoppable reel. Vertical video with a product card, for Reels on mobile.
• Hotspot pins. A pin over each product, for outfit and room photos.

On product pages, show only posts tagged with that product. The shopper there is asking one thing: what does it look like on someone real?

6. Embed it on your store

On Shopify, add a theme app block in the theme editor. "Product Page UGC" goes on the product template and filters itself on every product. "Shoppable UGC Gallery" suits home and collection pages. "Shoppable Video Reels" suits Reels. App blocks need an Online Store 2.0 theme. The full walk-through is in how to embed an Instagram feed on Shopify.

On other platforms, copy the embed code from the dashboard. It is a placeholder and one script tag. Paste the script once in your template and the placeholder where the feed goes. The 79 KB gzip core loads after your page, when the gallery scrolls into view.

This is the step that makes the feed shoppable. Idukki adds to cart inside the gallery on Shopify, WooCommerce, BigCommerce, Magento 2 and PrestaShop. On Salesforce Commerce Cloud it uses the early-access cartridges. On Wix and Squarespace, product buttons open the product page. If an add fails, the product page opens instead.

7. Measure orders

Clicks tell you people looked. Orders tell you the feed sold. Keep three numbers, each in its own column.

• Click rate. Clicks divided by impressions the widget served.
• Proven orders. The shopper added to cart from the gallery, then bought.
• Influenced orders. The shopper saw or clicked a post, then bought another way. Report them beside proven orders. Never add them on top.

On Shopify, Idukki matches each order from the store's own order webhook. A browser pixel alone misses orders. More in how to measure UGC ROI.

Check it on a phone before you call it done

Open a product page on a mid-range phone. Tap a post, pick a variant and add to cart. Check that your cart count changed.

Then run PageSpeed Insights again and compare with your baseline. Google counts a layout shift (CLS) of 0.1 or less as good. If the page jumps when the feed loads, give its section a minimum height.

Other ways to put Instagram on your site

• Instagram's own embed. Every public post has embed code. It shows one post at a time, never updates and carries no product tags.
• Free feed widgets. Many show your latest posts. Check two things first: can they tag products, and do they use Meta's current API?
• Build on Meta's API. It needs a Meta developer app and app review. Tagging, cart and order tracking are still yours to build.

We compare the apps, ours included, in the best Instagram feed apps for Shopify. For a plain feed without shopping, read how to embed an Instagram feed on your website.