Did you know that Instagram has become a powerful platform for e-commerce?

And that you could now drive sales through Instagram Live as well?

Well, it’s true (and incredible too!) And in this post, you’ll learn everything about Live Shopping on Instagram and how to make the most of it.

So, let’s dive in.

What is Instagram Live Shopping?

The term, Live Shopping on Instagram, refers to a feature that allows you to use live-streaming to sell your products directly to customers.

It looks like this for a user:

Instagram Live Shopping on a Live feed.


Notice a small call to action with the product and an “Add to Bag” button at the bottom of the screen. That’s Instagram Live Shopping.

Instagram explains the feature in this way:

“Live shopping lets people find products and purchase them with a real-time preview when they are inspired by a brand or creator’s live video content, opening up a new shoppable channel for businesses.”

In other words, with Live Shopping, you can go live on Instagram, engage with your followers, and sell your products at the same time.

Pretty cool, right?

Well, it is!

Worth of note: Live Shopping is one of Instagram’s latest features. It was officially launched only in August.

It started first as a beta version among selected influencers, and Live Shopping is now available to US-based brands and creators.

However, if you’re based outside of the US, learn more about it too. I am sure it will be available to other countries soon.

Getting Started with Live Shopping on Instagram

Here’s how you can use Live Shopping.

Before going live, you need to add your products to the collection so that you’re able to showcase them. You can add up to 30 products.

Important: Select your products carefully as you can’t add more of them once you go live.

Remember, only US-based brands can use the Live Shopping feature for the time being. It should be gradually rolled out globally, but US brands can access it through the Instagram Checkout feature right now.

Right after adding your products to the collection, you are ready to go Live.

To do so, follow your usual process of going Live.

  1. Click on the camera at the top left of your screen.
  2. Pick the Live option at the bottom of your screen.

Now, add Live Shopping.

  1. Tap into Shopping
  2. Pick the products that you want to feature from your collection
  3. Go live!

Your products can be pinned on your screen when you’re broadcasting live so that your supporters can click on them, just like in the example image above.

Why Should You Use Live Shopping on Instagram?

Another example of Live Shopping on Instagram.


Well, the answer is pretty obvious, isn’t it? To promote and let your audience purchase your products easily.

But there are three more benefits of using Instagram Live Shopping:

Live Shopping Lets You Tap Into Immediacy

Everyone loves Instagram Live sessions. As Instagram introduces new features to enhance e-commerce features during live streaming, your brand cannot stay behind.

There is a great opportunity to mix engaging content and shopping features to boost your engagement and sales.

What makes Instagram Live so popular? It’s the simplicity of joining a session in real-time.

This is the immediacy that you can tap into to make your brand’s strategy more effective.

It Allows to Explore New Partnerships Too

Working with influencers and creators can help your brand stand out while reaching a new audience. And there’s no better way to start a new partnership than live streaming.

Such a partnership can be an authentic way to introduce your brand and your products to the new followers.

The best part, you can spark their interest and bring them closer to buying your products.

Move Your Followers Towards the Sales Funnel.

Instagram’s idea to blend live streaming with shopping can be the perfect way to move your followers down your sales funnel.

Awareness, consideration, and conversion can mix in an authentic way provided that you’re creative with your content.

Don’t be afraid to be direct with your call-to-action. There is big potential in driving new sales, so make sure you review your Instagram marketing strategy to include the latest e-commerce features.

Three Ways to Make the Most Out of Live Shopping on Instagram

Here are three creative ideas to consider if you’re ready to try out Live Shopping on Instagram.

#1. Spread the Word About Your Products

People consume content on Instagram differently these days, as evident in the success and the rising engagement with Stories.

And that’s something that provides a perfect opportunity to tell your audience about your best products. Live Shopping, on the other hand, will also make it easy to buy them.

TIP: Always promote your products within context. Prepare the ground to make the sales effortless through the most relevant content.

#2. Work with Influencers

Influencer marketing is one of the most popular Instagram marketing strategies, and for a reason. Many creators have seen their fame rise thanks to their authentic content.

There’s no better way for a brand to establish its presence than working with the best influencers that would be appreciated by their followers.

Keep in mind; the best influencers are not necessarily the ones with the highest number of followers but rather those that resonate with your audience.

For example, if you want to promote your toy brand, you can partner with a nano influencer of 10k followers who are frequently talking about her family and kids to reach the right audience of like-minded followers.

Instagram Live shopping makes the perfect opportunity to explore new partnerships, even if they do not aim for direct sales.

Use the live streaming to appeal to the new audience and get them closer to consideration when exploring your products.

#3. Make Tutorials and How-to Videos More Effective.

Whether you’re working with influencers or not, you need to be creative with the use of your products to maintain their appeal.

That’s why tutorials and how-to videos are popular on social media.

Instead of simply uploading a video of your product, you focus on its practical use and what it looks like in real life.

When using Live Shopping on Instagram, you can partner with creators to showcase your products through authentic and easy-to-understand tutorials.

Brand affinity and sales can become easier while the promotion doesn’t feel forced.

Instagram Live Shopping case study.


Nikita Dragun was among the influencers who tried out Instagram Live Shopping at the beta phase. In July, her beauty tutorial featured her Dragun Beauty brand products leading to 33,000 product page impressions and 5,000 products added to the followers’ shopping bags.

Key Takeaways

  • Instagram is a great place to build and engage an audience and promote and sell your products.
  • In August 2020, Instagram launched a Live Shopping feature in the US.
  • Instagram Shopping allows brands to sell their products by adding the shopping experience to Live sessions.