How to set up an Instagram and Facebook shop with Shopify

What you need before you start

• A Shopify online store that isn't private, with a valid sender email in your store settings.
• A published Facebook Page for the business. See how to create a Facebook business page.
• A business portfolio (Meta Business Suite) that owns the Page, and full control of both the portfolio and the Page on your own Facebook account.
• An Instagram professional account linked to that Page. See how to set up an Instagram business account and how to link Instagram to a Facebook Page.
• Products that customers can buy directly on your own verified website domain, and products that follow Meta's Commerce Policy.
• A business located in a country where Meta offers shops (more on Australia and New Zealand below).

How to connect Shopify to Facebook and Instagram

1. In your Shopify admin, go to Settings, then Sales channels, and click Shopify App Store.
2. Search for Facebook and open the Facebook & Instagram channel by Meta. Click Add channel (or Add app).
3. Click Start set up on the feature you want first, for example Facebook Shop or Instagram Shopping.
4. Click Connect account and sign in to Facebook.
5. Connect the Facebook Page, business portfolio and Instagram account the feature needs. Catalogue ads also need an ad account.
6. Accept the terms and conditions, then click Finish setup. Your products sync to your Meta catalogue and Meta reviews them.

Good to know about the Facebook & Instagram channel

• It's a sales channel, not an app, so it appears under Sales channels in Shopify, not under Apps. It's free on all Shopify plans.
• There's one catalogue for your Facebook shop, Instagram shopping and ads. If you make a product unavailable to the channel, it's removed from all three.
• Every product goes through Meta's review. If one is wrongly rejected, you can ask Meta to review it again.
• Staff who want to use the channel connect with their own Facebook account, which needs full control of the business portfolio and the Page. See how to add an admin to a Facebook Page.
• Set up from a computer or mobile browser. Logging in to Facebook from inside the Shopify app can be blocked.

What Meta Commerce Manager is for

Commerce Manager is Meta's tool for your shop and product catalogue. With Shopify, the Facebook & Instagram channel creates the commerce account and keeps the catalogue in sync, so you add and edit products in Shopify, not Commerce Manager. You'll still use Commerce Manager to check your catalogue is eligible for product tags and to set up promotions on tagged products.

Meta's naming rule trips people up: your commerce account name should match your business's public name, can't contain special characters, and can't include the words facebook, ig or meta.

How to tag products in Instagram posts

Once your shop and catalogue are approved, you can tag products in new and existing posts. Products you tag are added to your shop automatically.

1. Tap Create and choose Post.
2. Pick a photo or video and add your caption, then tap Next.
3. Tap More options, then Tag products, and tap the spot in the photo or video you want to tag.
4. Search for the product and select it. Tap Done.
5. Tap Share. You can switch on Facebook to share the same post with its product tags there too.

Product tag limits

• Up to 20 products in a photo feed post.
• A carousel of up to 10 photos and videos can have 20 tags in total across all of them.
• If you have an active promotion on a tagged product, Instagram can add it to the post automatically, and the button changes to View offer or View sale.

How checkout works

Customers browse your products on Facebook or Instagram, add them to a cart in the app and tap Checkout on seller's website, which takes them to your Shopify store to pay. Customers who tap an ad go straight to the product page on your store. Shopify says that since 26 August 2025 Meta no longer handles checkout for these orders, so tax on those orders is handled through your Shopify tax settings, like any other order.

Shops in Australia and New Zealand

• Shops are only offered to businesses located in Meta's supported countries. If yours isn't, setup shows: 'We don't offer shop or catalogue setup in your region'.
• In 2023 Meta said businesses in Asia Pacific could no longer host a shop or tag products in posts, except in seven markets that included Australia. New Zealand wasn't one of them.
• Meta said Instagram ads with product tags would keep working in markets without shops.
• Meta decides where a shop is located from its commerce account, which for newer accounts is the location of the person who created it. Meta can change its list, so check what setup offers your business.

Common setup errors and what to do

Customer service affects your ads

Shopify points out that Meta keeps a feedback score for your business portfolio, based partly on feedback from customers who buy through Meta. Poor scores on things like delivery speed, product quality or customer service can mean Meta shows your ads less often. Tagged posts and shop ads also bring questions in the comments and DMs: 'is this in stock in a 10?', 'how long to Perth?', 'do you ship to NZ?'. Each one is a sale if it's answered quickly.

Answer every shopping question

Paperflower puts your Instagram and Facebook comments and DMs in one list with your support email, TikTok and your Shopify orders. On Standard, it puts buying questions first and drafts each reply with the customer's order and your product and shipping details. Public comment replies are never posted by Paperflower: you press Send, the reply is copied, and the comment opens so you post it yourself. See how it works with Shopify.

How Paperflower is different

Frequently asked questions