Introducing: Instagram Checkout

What Is Instagram Checkout and How Does It Work?

Instagram Checkout is a native in-app purchasing feature that allows users to buy products directly within the Instagram app without being redirected to a third-party website. With over 1 billion monthly active users worldwide and half of those active daily, Instagram has become a dominant force in social commerce and e-commerce discovery.

Instagram now ranks fourth as the most used social media platform in the world. Instagram Checkout isn’t just a minor update — it is a fundamental shift in how brands sell products on social media, turning the platform into a full-fledged e-commerce channel.

According to Instagram’s own research, 60% of users discover new products through the platform, and over 25 million business accounts are currently operating on Instagram. Additionally, 90% of Instagram users follow at least one business. According to a recent Instagram trends report, 44% of people surveyed use Instagram to shop weekly.

How Instagram Checkout Evolved From Instagram Shop

Instagram Checkout evolved from the Instagram Shop feature, which was first launched in early 2019. Instagram Checkout is the platform’s most significant step towards becoming an all-encompassing e-commerce destination.

Instagram Checkout enables users to make a purchase without leaving the app:

1. A business creates a shoppable post featuring tagged products.
2. A follower taps on a product tag within the post.
3. The user is directed to an in-app product detail page.
4. The user enters payment and shipping details within Instagram.
5. The purchase is completed without leaving the Instagram app.

According to Instagram’s official blog, the rollout illustrates that the platform is taking deliberate steps towards enabling seamless social commerce for businesses and influencers alike.

Benefits of Instagram Checkout for Businesses and Influencers

The core benefit is a shorter purchase path, which is proven to increase conversion rates by reducing friction between product discovery and payment.

Whatever your brand or business, preparing for the full launch of Instagram Checkout in your region is essential.

Frequently Asked Questions

What Is Instagram Checkout and How Is It Different From Instagram Shop?

Instagram Shop is the storefront feature that lets businesses display products on their profile, while Instagram Checkout is the payment layer that allows users to complete a purchase entirely within the Instagram app.

Is Instagram Checkout Available in the UK?

As of the US rollout in 2022, Instagram Checkout was made available to all US business accounts. The UK rollout has been anticipated and is expected to follow.

How Do I Set Up Instagram Checkout for My Business?

1. Ensure you have an Instagram business or creator account.
2. Connect your account to a Facebook catalogue via Commerce Manager.
3. Apply for Instagram Shopping and get approved.
4. Enable the Checkout feature once it is available in your region.
5. Tag products in your posts, Stories, and Reels to create shoppable content.

What Fees Does Instagram Charge for Checkout Transactions?

According to Meta’s Commerce policies, Instagram has historically charged a selling fee per transaction processed through Checkout. Businesses should review the latest fee schedule in their Commerce Manager dashboard.