Social commerce is transforming how people discover and buy products. Instagram Shopping and TikTok Shop enable direct sales from social media, eliminating friction between discovery and purchase. Social commerce is growing 3x faster than traditional e-commerce.
This playbook covers everything you need to sell on Instagram and TikTok. From account setup to product tagging, content strategy to live shopping—these strategies turn social media followers into customers and drive significant revenue.
1How do you set up Instagram Shopping?
Instagram Shopping enables product tagging in posts and Stories, creating a seamless path from discovery to purchase. Setup requires connecting Instagram to Facebook and creating a product catalog.
- Business Account: Convert personal account to Business or Creator account (free, in settings)
- Facebook Page: Create and connect a Facebook Page to your Instagram account
- Product Catalog: Set up Facebook Shop or product catalog in Facebook Commerce Manager
- Account Approval: Instagram reviews account for compliance (typically 1-3 days)
- Eligible Country: Instagram Shopping available in 70+ countries (check current list)
Settings → Account → Switch to Professional Account → Choose Business
Settings → Account → Linked Accounts → Connect Facebook Page
Facebook Commerce Manager → Create catalog → Add products (manual or via Shopify/WooCommerce integration)
Instagram Settings → Business → Shopping → Connect catalog → Submit for review
Once approved, use shopping sticker in Stories or tag products in Feed posts
Pro Tip: If you use Shopify or WooCommerce, connect your store directly to Facebook Commerce Manager. Products sync automatically, eliminating manual catalog management.
2How do you set up TikTok Shop?
TikTok Shop enables direct selling within the TikTok app. Available in select markets, TikTok Shop combines entertainment with commerce, creating highly engaging shopping experiences.
- TikTok Business Account: Convert to Business or Creator account
- Business Registration: Valid business license or registration documents
- Bank Account: For payment processing and payouts
- Eligible Market: Currently available in US, UK, Southeast Asia (expanding)
- Account Verification: Complete identity and business verification
TikTok Shop Seller Center → Apply → Complete application form with business details
Submit business documents, identity verification, and bank account information
Add products manually or connect store (Shopify integration available). Include product images, descriptions, pricing
Set up payment methods, configure payout schedule, and test transactions
Enable product links in videos, shopping tab on profile, and live shopping capabilities
Note: TikTok Shop availability varies by region. Check TikTok Shop Seller Center for current availability in your market. Platform is expanding rapidly.
3What types of products sell best on Instagram and TikTok?
Not all products perform equally on social commerce platforms. Understanding what sells helps focus efforts on products with highest conversion potential.
Fashion, beauty, home decor, accessories. Products that look good in photos and videos perform best. Visual appeal drives impulse purchases.
Products aligned with current trends, viral items, and seasonal products. Social media amplifies trends—trendy products get more visibility.
Products priced $10-50 that trigger emotional buying decisions. Lower price points reduce purchase hesitation. Higher price points require more consideration.
Unique products, problem-solvers, or items that create "wow" moments. Products that people want to share drive organic reach.
Products that fit into aspirational lifestyles. Fitness gear, wellness products, tech accessories. Products that enhance identity or lifestyle.
- • Complex products requiring extensive explanation
- • High-ticket items ($500+) without trust building
- • Products that do not photograph well
- • Niche products with limited appeal
- • Products requiring customization or consultation
4How do you tag products in Instagram posts?
Product tagging makes products shoppable directly from Instagram. Once Instagram Shopping is approved, you can tag products in Feed posts and Stories.
Best Practices: Tag products prominently in images, use clear product photos, tag multiple products when relevant, and include compelling captions that encourage engagement and purchases.
5What is the best content strategy for social commerce?
Social commerce success requires balancing product promotion with engaging content. Too much selling reduces engagement. Too little selling reduces sales. The right mix drives both engagement and revenue.
Direct product posts with shopping tags. High-quality images, clear benefits, and strong calls-to-action. These drive immediate sales.
Products in use, behind-the-scenes, user-generated content, and lifestyle imagery. Builds brand connection and shows products in context.
Repost customer photos, reviews, and testimonials. Social proof drives purchases. Tag customers and encourage sharing.
Show brand personality, team, process, and values. Builds authenticity and connection. People buy from brands they trust.
- Use video content (Reels, TikTok videos) for higher engagement
- Show products in use, not just product shots
- Create tutorials, how-tos, and educational content
- Leverage trends and hashtags for discoverability
- Post consistently (daily on Instagram, multiple times daily on TikTok)
- Engage with comments and messages promptly
6How do you drive traffic from social media to your store?
Social media drives discovery, but converting followers to customers requires strategic traffic-driving tactics. Multiple touchpoints increase conversion probability.
Tag products directly in posts. Users tap tags to view product details and purchase. Most direct path from discovery to purchase.
Include store link in Instagram/TikTok bio. Use link-in-bio tools (Linktree, Later) to create landing pages with multiple product links. Update regularly.
Run paid ads with shopping features. Target audiences, use product catalogs, and drive direct sales. Higher conversion rates than standard ads.
Accounts with 10K+ followers can add swipe-up links in Stories. Direct traffic to product pages or collections. High engagement format.
Create Reels with product tags. Reels have high reach and engagement. Tag products in Reels to drive sales from trending content.
Partner with influencers who tag your products. Their audiences trust their recommendations. Influencer content drives significant traffic.
Use clear CTAs in captions ("Shop now", "Link in bio", "Tap to shop"). Direct language increases click-through rates.
Conversion Funnel: Social discovery → Product tag click → Product page → Add to cart → Checkout. Optimize each step for maximum conversion.
7What are Instagram Live Shopping and TikTok Live Shopping?
Live shopping combines entertainment with commerce. Real-time product demonstrations, Q&A, and instant purchasing create highly engaging shopping experiences that convert 5-10x better than static posts.
Instagram Live Shopping
Go live on Instagram, demonstrate products in real-time, answer questions, and viewers can purchase directly from live video. Highly interactive format.
TikTok Live Shopping
Similar to Instagram Live Shopping but optimized for TikTok's audience. Real-time product showcases, entertainment, and instant purchasing within TikTok app.
- Promote live sessions in advance (24-48 hours)
- Prepare product demonstrations and talking points
- Engage with comments and questions in real-time
- Offer exclusive discounts or limited-time offers
- Show products in use, demonstrate features
- Keep sessions 15-30 minutes for optimal engagement
8How do you measure social commerce success?
Measuring social commerce performance requires tracking multiple metrics. Understanding what to measure helps optimize strategy and justify investments.
Percentage of users who click from social media to your store. Track by platform, post type, and product. Higher CTR indicates better content and targeting.
Percentage of social visitors who make purchases. Use UTM parameters to track social traffic separately. Compare to other traffic sources.
Total revenue attributed to social media. Track by platform (Instagram, TikTok) and compare to other channels. Measure ROI of social commerce efforts.
Likes, comments, shares on posts with product tags. Higher engagement increases reach and potential sales. Compare shopping posts to regular posts.
Number of times users click product tags. Track which products get most clicks, which posts drive most engagement. Optimize based on data.
For paid social ads, calculate revenue generated per dollar spent. Target 3-5x ROAS minimum. Higher indicates profitable advertising.
Tracking Tools: Use Google Analytics with UTM parameters, platform analytics (Instagram Insights, TikTok Analytics), and e-commerce platform analytics to measure social commerce performance comprehensively.
Your social commerce launch roadmap
Launching social commerce requires systematic setup and content strategy. Follow this roadmap to start selling on Instagram and TikTok successfully.
Convert to Business accounts, set up Facebook Shop/catalog, request Instagram Shopping approval, apply for TikTok Shop (if available). Complete all verification steps.
Create content calendar, shoot product photos/videos, prepare captions, design Stories templates, and plan first month of content. Quality content is essential.
Once approved, enable shopping tags, test product tagging, set up link in bio, configure shopping features, and test checkout flow from social platforms.
Start posting with product tags, test different content types, measure engagement and clicks, optimize based on early data, and refine strategy.
Increase posting frequency, test paid ads, explore live shopping, partner with influencers, optimize based on data, and scale successful strategies.
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Need expert help setting up social commerce?
Social commerce setup requires technical configuration, content strategy, and optimization expertise. If you want to start selling on Instagram and TikTok without the learning curve, that is what I specialize in.