How to Sell on Instagram in 2025 | Remitly

A Guide to Selling on Instagram for Small Business Owners

Selling on Instagram doesn’t have to be complicated. Learn how to set up, promote, build trust, and grow your business with our guide.

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Cassidy Rush is a writer with a background in careers, business, and education. She covers international finance news and stories for Remitly.

For small business owners, especially immigrants building a new life in the United States, Instagram is a huge opportunity—there are 2 billion people on the platform worldwide, so it’s the third most-used social media platform after Facebook and YouTube. You don’t need a storefront or expensive marketing campaigns, either. With a smartphone, a little creativity, some determination, and some consistency, you can turn followers into paying customers by selling on Instagram.

At Remitly, we understand that getting started might feel overwhelming. Between setting up a business account, navigating Instagram Shopping, and trying to figure out what kind of content works best, some people may give up before they even begin. This guide will walk you through everything you need to know to set you up for success.

Setting up your Instagram business foundation

Getting your profile ready is the first step toward selling on Instagram. A business account doesn’t just look more professional; it also unlocks features that make it easier to attract, understand, and convert followers into customers.

Convert your personal account to a business account

Switching from a personal to a business profile is essential if you want access to Instagram’s sales tools. The process only takes a few clicks in your settings and instantly gives you access to features like analytics, ad options, and product tagging.

Something many new sellers don’t realize is that the algorithm tends to prioritize business accounts in shopping-related searches. That extra visibility can help you get discovered by potential buyers, even if you’re still small.

Optimize your bio for sales

Your bio is your storefront sign; it should quickly explain what you sell and how people can buy from you. Clear, direct language always beats vague or clever phrases.

A smart trick for immigrant entrepreneurs is adding a bilingual touch, including your first language from back home if you’re not a native English speaker. For example, including both English and Spanish in your bio would help you reach local US customers while also connecting with Spanish-speaking communities.

Choose the right username and profile photo

A username that’s easy to remember and spell makes it easier for customers to find you. Complicated names with numbers or extra punctuation often get lost in the search bar, so keep it simple.

Your profile photo should also be treated like a brand asset. Whether you use your logo or a headshot, remember it will appear small on the app, so keep this simple and recognizable too for people using mobile devices.

Checklist: essential business profile elements

Before you move forward, double-check that your profile is fully optimized. Many sales are lost simply because customers don’t find enough information up front. So, we’ve covered the username and photo, but you’ll also need:

  • A bio with a call-to-action that tells visitors exactly what you offer and how to buy.
  • Contact options like email, phone number, or WhatsApp for direct communication.
  • A working link in bio that leads to your main sales hub or a landing page with multiple links.
  • Category selection that matches your business (e.g., Restaurant, Clothing Brand, Coach) so customers immediately know what you do.
  • Story highlights are organized into sections like FAQs, reviews, or product demos.
  • Consistent branding in your colors, fonts, and tone of voice across posts and bio.
  • Location tag (if this is relevant) so local customers can easily find you.

Understanding Instagram’s shopping features

Once your profile looks professional, it’s time to set up Instagram Shopping. This feature transforms your account into a digital storefront where followers can explore and purchase your products directly.

What is Instagram Shop?

Instagram Shop is essentially a built-in store on your profile. Customers can view a catalog of your products, see pricing, and browse your stuff without leaving the app.

This sort of detail is especially important for small businesses—fewer steps means fewer lost sales. The more seamless the process, the more likely someone is to complete a purchase.

How product tagging works

Product tags let you link items directly in your posts, reels, and stories. This means customers can tap on a product they see and instantly find out details like price and availability.

One detail many sellers miss is that you can tag several items in a single post. If you sell clothing, for example, a single outfit photo can highlight the shirt, pants, and accessories all at once.

Setting up Instagram Shopping

To get started you have to connect your account to Facebook Business Manager and upload a product catalog. Once submitted, your account will go through a review process before Shopping is activated.

It’s not uncommon to get rejected the first time. Often, this happens because product descriptions aren’t complete, images don’t meet Instagram’s guidelines, or your business doesn’t yet look “legitimate” enough. Updating details and resubmitting usually solves the problem.

Common setup issues and solutions

Many new sellers feel discouraged when their application isn’t approved right away. If this happens to you, the first thing to check is whether your products fit Instagram’s commerce policies; some categories, like alcohol or digital downloads, aren’t allowed. If your business is in those categories, consider other forms of social media marketing

Another common issue is catalog errors, such as missing prices or unclear product titles. Taking the time to polish these details not only improves your chance of approval but also makes your store more appealing to customers. So you’re killing two birds with one stone there.

How checkout works for customers

Instagram Checkout has been around for a while now in the US. It allows buyers to complete purchases without leaving the app. This keeps the customer on your business’s page, which is a big plus, but it also builds trust, as many customers feel safer completing transactions within Instagram’s familiar interface than having to go and use a third-party payment portal.

However, if Checkout isn’t available in your region, you can still use tags to send customers to your dedicated website or any other sales channel you’ve set up. Many sellers successfully combine Instagram’s tools with WhatsApp or simple online stores as they grow, for example.

Creating content that converts followers into customers

Having Instagram Shopping set up is just the beginning. The real work, and the real sales, come from creating content that engages, inspires, and even educates your audience.

The 80/20 content rule

A helpful guideline is to make 80% of your posts engaging or educational, and only 20% directly promotional. People open Instagram to connect and be entertained, not to be sold to nonstop. This balance keeps your audience interested but still gives you the space to highlight your products and services in a natural way.

Types of content that sell

Product showcases are a must these days, but there’s a lot of competition out there so you need to be imaginative; mix it up. Blend behind-the-scenes videos, customer testimonials, and even simple tutorials to keep things interesting and help bring your products to life.

User-generated content can be especially powerful. When a real customer shares your product, it builds instant credibility and makes others more likely to trust you.

Writing captions that drive action

Captions are really important; they’re another chance to turn followers’ interest into actually buying. Instead of describing what’s in the photo, tell people exactly what to do next: tap to shop, comment their favorite, or click the link in bio.

The strongest captions combine storytelling with clear direction. For example, if you’re making your own products, a short anecdote about how you do it can flow naturally into a call-to-action that encourages someone to actually buy one.

Post formats that perform best

Instagram’s algorithm favors certain formats, particularly reels; short-form videos. If they’re eye-catching and entertaining, these are more likely to reach new audiences and give you exposure beyond your current followers.

Carousels and stories also play an important role. Carousels encourage swiping and interaction, while stories allow you to share timely updates, promotions, or quick polls.

Staying consistent without burnout

Consistency is more important than posting every single day. A regular schedule shows your followers that you’re active and reliable.

To avoid burnout, many small business owners batch-create content. Spending one afternoon recording a handful of reels and preparing posts can save you time and stress and leave you the rest of the week to focus on other stuff.

Building trust and social proof

Gaining followers is one thing; convincing them to buy is another. Social proof is what bridges that gap, showing potential customers that others trust and value your business.

Why reviews and testimonials matter

Reviews from people who’ve already bought the product are often the final push someone needs before making a purchase. On Instagram, they don’t always come in the form of star ratings; they might appear as tagged posts, comments, or DMs from happy customers.

Highlighting this feedback shows new visitors that your business is active, reliable, worth the money you’re asking and used by real people.

Featuring user-generated content

Reposting customers’ photos or videos of them using your product can be one of the most effective ways to build credibility. Not only does it validate your brand, but it also makes your customers feel part of your story. It saves you some work, too!

Many immigrant-owned businesses find that user-generated content builds community across cultures, helping them reach both local customers and diaspora communities abroad.

Using Instagram Stories highlights

Highlights are like your permanent portfolio, and a way to grab attention quickly, which really matters nowadays. In Highlights, followers should be able to click on “Reviews” or “How to Order” instantly, to see what your business is about and make their purchases without too many steps.

Organizing highlights into categories, like testimonials, FAQs, or new arrivals, makes your profile more welcoming and easier to navigate.

Responding to comments and DMs

How you respond to customers is just as important as the content you post. Quick, kind replies show that you value your audience and you’re listening to them.

Even complaints can be turned into opportunities. Responding politely in public and inviting the customer to continue the conversation in private demonstrates professionalism and care. Getting a reputation for good after-sales customer service can be as important as the quality of your products.

Measuring your Instagram sales success

Once you’re posting and selling, it’s essential to measure what’s working. Tracking performance helps you adjust your strategy and grow sustainably.

Key Instagram Insights metrics

Insights give you data on reach, engagement, and website clicks. While likes are encouraging, they don’t always mean sales. So focus more on the actions that lead to sales, like profile visits and link clicks.

Over time, patterns will emerge that show what type of content actually moves customers closer to buying.

Tracking sales performance

For more precise data, use UTM codes on your links. These tracking tools show exactly which posts brought visitors to your website and whether they made a purchase.

Combining Instagram Insights with tools like Google Analytics gives you a fuller picture of how Instagram contributes to your business growth.

Setting realistic goals

Try not to compare your numbers to big brands with huge budgets. Instead, track your own progress month by month. If you sold 10 items this month, consider 12 as the target for next month. This kind of steady growth is both achievable and motivating.

Monthly reporting template

Creating a simple monthly report keeps you on top of your numbers. You can do this by listing your top posts, your engagement rate, your website clicks, and the number of sales directly from Instagram. Reviewing this data regularly helps you focus your efforts where they have the biggest impact.

Adjusting strategy based on data

As a final piece of advice, be ready to change your approach based on what the numbers are telling you. If your reels consistently outperform your photo posts, it may be worth investing more time in short videos. If behind-the-scenes content gets more engagement than product shots, consider sharing more of your process. The key is to let the data guide your creativity, not replace it. Good luck!

FAQs

Do I need a large following to sell on Instagram?

No. Even with a few hundred engaged followers, you can start making sales. What matters most is the trust and connection you build, not the number of likes.

How much does it cost to set up Instagram Shopping?

Setting up is free. You only pay if you choose to run paid ads or if Instagram takes a small fee on in-app checkout transactions.

What products sell best on Instagram?

Visually appealing products like fashion, beauty, and home décor tend to do well. 56% of Instagram users are female, so it’s a great market for products or services aimed at women. Services like coaching or classes can also succeed when they’re marketed creatively.

How often should I post promotional content?

Try to keep it to about 20% of your posts. Too much promotion can feel pushy, insincere, or overwhelming. Mixing it with educational and entertaining content keeps followers engaged.

Can I sell services on Instagram, not just products?

Yes. While you can’t tag services in the same way as products, you can promote them through posts, reels, and stories. A clear link in your bio makes it easy for customers to book or inquire.