To set up an Instagram Shop, first check whether Shopping is available for your country and account. Then prepare your product details and follow the steps to connect your online shop with Meta. If you have a Dutch or Belgian account, do not automatically assume that you have access in 2026.
Below, you will learn how to check this, prepare your products and find out why product tags are missing.
Checking Instagram Shopping in the Netherlands and Belgium
Go to the official Instagram Shopping setup page. Sign in if requested. Use the account you want to manage your shop with.
Check which requirements are shown there. Find answers to these questions:
- Is Shopping available in the country where your business is based?
- Do your account and products meet the requirements shown?
- Which accounts do you need to connect? Which details and permissions are required?
- Do customers check out through your online shop or somewhere else?
Is it unclear whether your country is supported? Use the help Meta offers with your account. A Dutch explanation or someone else’s shop does not mean that your account also has access.
Showing products is not the same as checking out on Instagram
According to the Shopify explanation of Instagram Shopping you need a product catalogue and your market must be supported. Shopping can show products and send visitors to your online shop to check out.
So do not assume that customers can pay on Instagram. Test where they are taken later. Only explain in your posts how payment works once you have checked that route yourself.
What do you need for an Instagram Shop?
First, prepare your product details. A product catalogue is a collection containing product names, photos, prices and links to your online shop, among other details. Check these details before you start connecting anything.
For example, start with three products that are in stock. This keeps the first test manageable. Three products is a practical choice, not an Instagram requirement.
| Prepare this | Check this |
|---|---|
| Product name | Is it immediately clear what you are selling? |
| Product photo | Does the photo show the correct model and colour? |
| Price and stock | Do these match your online shop? |
| Product page | Does the link open the correct product straight away? |
| Shipping and returns | Can customers easily find out how shipping and returns work? |
| Access to your accounts | Can you sign in to your online shop and the business accounts you are going to connect? |
Fictional example: Suppose you sell a green mug and a blue mug. Give each colour a clear name and the correct photo. You will then be able to see easily whether the tag for the green mug really leads to the green mug.
Set up an Instagram Shop in six steps
The screens may differ by account and online shop. Use these steps as a checklist, not as a fixed path through buttons.
- Check that you have access. Check that your country, account and products meet the requirements shown. Add missing details if requested.
- See how to connect your online shop with Meta. Look in your online shop’s help section to see which connection is supported. Follow the instructions for your online shop.
- Choose the correct accounts. Check which Instagram profile and business accounts you are connecting. Stop if you see an old or unfamiliar account.
- Check the catalogue. Can you choose an existing catalogue? First check which products it contains. Do not immediately create a second one if your online shop already uses one.
- Follow the steps on your screen. Only provide the details requested there. Afterwards, check whether you need to do anything else or whether a review is still pending.
- Test your chosen products. Compare the photo, name, price and stock with your online shop. Also check that each product links to the correct page.
Can’t find a suitable connection? Look in your online shop’s help section to see which route you can use. Do not immediately start again with different accounts. That makes it harder to see where things go wrong.
Check whether changes are passed on
Look in the connection instructions to see how product details are updated. Have you changed a price in your online shop? Then check whether the new price also appears for the connected product. Do not assume that a change is visible everywhere straight away.
Tag and test products on Instagram
A product tag is a clickable reference next to a photo or video that leads to a product. Does your account offer this option? If so, choose the product shown in the photo or video from your catalogue.
Start with one clear product. In a photo with multiple colours or models, it is harder to notice whether you chose the wrong tag.
- Check that you selected the correct product.
- Open the tag as soon as it is visible.
- Compare the displayed details with your online shop.
- Follow the steps through to checkout without placing an order.
- Check on your mobile that the product page is easy to read.
Can’t add a product tag? Use the checks in the next section to find out what is missing.
Want to save information about sizes, materials or shipping on your profile? Read how to create Instagram highlights. You can give customers more information there, but it will not solve a product connection problem.
Instagram Shop not working: what should you check?
First, look at exactly what is going wrong. Is Shopping missing altogether, is your product list empty or is the price of one product incorrect? Start with the check that matches your problem. The table shows possible checks, not a certain cause.
| What do you see? | What can you check? |
|---|---|
| No Shopping or product tags | Check whether Shopping is available for your country and account. Read any notices on your account. |
| An empty product list | Check which catalogue is connected and whether it contains products. |
| One product is missing | Search for the product in the catalogue and read any notices shown with it. |
| An incorrect price or photo | Compare the details in your online shop with the catalogue. Check how the connection passes on changes. |
| A tag opens the wrong page | Check the product link and also open it separately in your browser. |
| A review is still pending | Read whether you still need to add anything yourself. Do not rely on a fixed waiting time. |
Still stuck? Note the exact message, which product it concerns and at which step it goes wrong. You may also take a screenshot to show support. Do not share passwords or login codes.
What can you do if Shopping is unavailable?
Continue using your online shop to sell. Clearly state next to your product photos where people can order. Also make sure they can easily find information about delivery and returns.
Would you like to ask someone later to show your products? Read how to find Instagram influencers who suit your shop. That is a separate next step from setting up your Shop.
