How to Use Instagram Shopping for Brick-and-Mortar Stores
In today’s digital world, the lines between online and offline shopping are blurrier than ever.
You might have a beautiful shop on the high street, but your customers are discovering new products, brands, and experiences through their phones—especially on Instagram.
If you’re a brick-and-mortar retailer in the UK, Instagram Shopping isn’t just a “nice-to-have”—it’s a must for attracting new customers, boosting sales, and building a loyal local following.
At Socially Spotted, we’ve seen how Instagram Shopping can turn casual scrollers into in-store visitors and loyal shoppers.
Here’s your step-by-step guide to setting up, optimising, and using Instagram Shopping to drive real results for your physical store.
1. Why Instagram Shopping Matters for Brick-and-Mortar Stores
Instagram is no longer just a place to share pretty photos or follow influencers. It’s become a powerful discovery and shopping platform, especially for local businesses:
Reach new customers: Instagram’s algorithms, hashtags, and geotags help you get discovered by people in your area—even those who’ve never walked past your shop.
Turn followers into buyers: Shoppable posts and Stories let people browse and buy instantly, reducing friction and boosting impulse purchases.
Drive foot traffic: Use Instagram to announce new arrivals, in-store events, or exclusive offers, giving people a reason to visit.
Create an omnichannel experience: Instagram Shopping supports click-and-collect, in-store reservations, and even curbside pickup, blending your digital and physical sales channels.
According to Sprout Social, 70% of shoppers turn to Instagram for product discovery.
If you’re not using Instagram Shopping, you’re missing out on a huge opportunity to connect with local buyers.
2. Setting Up Instagram Shopping: The Basics
A. Check Eligibility and Prepare Your Accounts
Business or Creator Account: Switch your Instagram to a Business or Creator profile.
Supported Market: The UK is supported, so you’re good to go!
Physical Products: You must sell eligible physical products (not just services or digital goods).
Commerce Compliance: Make sure you comply with Instagram’s Commerce Policies.
B. Connect to Facebook and Upload Your Catalogue
Link Instagram to Facebook: Your Instagram account must be connected to a Facebook Page.
Create a Product Catalogue: Use Facebook Commerce Manager to upload your products. You can do this manually or import from platforms like Shopify or WooCommerce.
Include Details: Add clear product names, prices, high-quality photos, SKUs, and descriptions.
C. Submit for Review and Enable Shopping
In Instagram, go to “Settings” > “Business” > “Set Up Instagram Shopping.”
Submit your account for review (usually takes a few days).
Once approved, turn on Shopping features in your Instagram settings.
D. Customise Your Shopfront
Curate collections (e.g., “New In,” “Gifts Under £20,” “Best Sellers”).
Use Commerce Manager to group products into themes or seasonal collections.
Highlight your Shop tab on your profile and use a clear call-to-action in your bio, like “Tap ‘Shop’ to browse & buy, or visit us in [Town]!”
3. Creating Shoppable Content That Drives In-Store Visits
A. Tag Products in Every Post
Photos & Videos: Tag up to five products per image or video, or up to 20 products per carousel.
Stories & Reels: Use product stickers to make your Stories and Reels shoppable.
Captions: Mention if a product is “in-store exclusive” or available for click-and-collect.
B. Use Geotags and Local Hashtags
Always geotag your posts and Stories with your shop’s location.
Use local hashtags like #[YourTown]Shopping, #LondonBoutique, or #ManchesterMakers to reach local audiences.
C. Promote In-Store Exclusives and Events
Share sneak peeks of new arrivals and invite followers to see them in person.
Announce in-store events, workshops, or tastings using Stories, Reels, and posts.
Offer Instagram-only deals: “Show this post in-store for 10% off today!”
D. Encourage User-Generated Content
Ask customers to tag your shop and use a branded hashtag when they share their purchases.
Feature customer photos and testimonials in your Stories and feed (with permission).
Run photo contests or “customer of the week” spotlights to build community and buzz.
4. Best Practices for Instagram Shopping Success
A. Use High-Quality, Relatable Visuals
Post bright, clear photos showing your products in real-life settings.
Feature staff, happy customers, or influencers using your products.
Keep your feed cohesive with consistent colours, fonts, and branding.
B. Write Engaging Product Descriptions
Go beyond the basics—tell a story, share a tip, or highlight what makes each product special.
Use emojis, local slang, or humour to make your captions feel personal and on-brand.
Include relevant hashtags, including local and seasonal ones.
C. Keep Your Catalogue Fresh
Regularly update your product catalogue and featured collections.
Highlight seasonal products, limited editions, or trending items.
Use Instagram Insights to see which products and posts drive the most engagement and sales.
D. Leverage Instagram’s Shopping Features
Shop Tab: Make sure your Shop tab is visible and easy to navigate.
Collections: Organise products into collections for easy browsing.
Checkout: Enable Instagram Checkout if available, or direct users to your website or “Reserve in Store” option.
5. Advanced Strategies: Going Beyond the Basics
A. Instagram Live Shopping
Host live streams to demo products, answer questions, and offer exclusive deals.
Let viewers buy directly during the broadcast using product tags.
B. Personalised Shopping Experiences
Use DMs to answer questions, offer recommendations, or reserve products for in-store pickup.
Respond quickly to comments and queries to build relationships and trust.
C. Integrate with Your Website and POS
Use “View on website” for products not available for direct checkout, driving traffic to your online shop.
Offer click-and-collect or BOPIS (buy online, pick up in store) options to blend online discovery with in-store convenience.
D. Experiment with Paid Ads
Promote shoppable posts or Stories to reach new local audiences.
Target ads by location, interests, or lookalike audiences to drive both online and in-store sales.
6. Real-World UK Examples
London Gift Shops: Many now use Instagram Shopping to showcase new arrivals, promote in-store events, and offer click-and-collect. For example, a Covent Garden boutique curates “Gifts for Her” and “Made in London” collections, tagging products in posts and Stories to drive both online and in-store sales.
Manchester Fashion Retailers: High street shops use Instagram-only flash sales, announcing deals in Stories that are redeemable in-store, boosting foot traffic and social engagement.
Brighton Cafés: Bakeries and delis highlight daily specials and limited-edition treats, tagging products in Stories and encouraging followers to visit for exclusive menu items.
FAQs: People Also Ask
How do I set up Instagram Shopping for my brick-and-mortar shop?
Switch to a Business account, connect to Facebook, upload your product catalogue in Commerce Manager, and submit your account for review.
Once approved, enable Shopping features in your Instagram settings.
Can I use Instagram Shopping if I have a physical shop, not just an online store?
Absolutely! Instagram Shopping is designed for both online and brick-and-mortar retailers.
Use it to drive both online sales and foot traffic to your physical location.
How do I get more people to visit my shop using Instagram?
Promote in-store exclusives, announce events, use geotags and local hashtags, partner with local influencers, and offer Instagram-only deals redeemable in person.
What kind of products can I sell on Instagram Shopping?
You can sell physical, eligible products that comply with Instagram’s commerce policies.
Services, digital products, and some restricted items are not allowed.
Do I need a website to use Instagram Shopping?
You need a website or online shop to connect your product catalogue, but you can drive traffic to your physical shop and offer click-and-collect or in-store exclusives as well.
Conclusion
Instagram Shopping is a must-have tool for UK brick-and-mortar retailers in 2025 and beyond.
It transforms your Instagram profile into a digital storefront, making it easy for customers to browse, buy, and visit your shop.
By setting up your shop, optimising your content, and connecting your online and offline experiences, you’ll turn followers into loyal, in-store customers.
At Socially Spotted, we help local businesses make the most of every opportunity—so start building your Instagram Shop today and watch your foot traffic and sales grow.