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How to sell on Instagram

Short answer

Yes, you can sell on Instagram. The simplest setup is posts and reels that point to a store on your own domain through your bio link, story links and DMs. Shopping tags add product links inside posts, but which checkout options you get depends on Meta's rules for your country.

Two ways to sell, and which is yours

Sell inside Instagram

With a shop set up in Meta's Commerce Manager, you tag products in posts and reels, and people browse them without leaving the app. Meta decides which accounts qualify, and checkout options differ by country.

Best for

Brands with a product catalog and an approved Meta shop

Send followers to your own site

Any account can do this today: a bio link, story links and DMs that open product pages on your own domain. It keeps the customer and their email. Replo builds the site; it doesn't sync your products into Instagram.

Best for

Creators, makers and new brands growing a following

Where to sell on Instagram and what each platform charges

Fees for selling on Instagram
InstagramFreeNo in-app checkout; buyers pay on your siteInstagram shops send buyers to your website, so your own checkout fees apply.
Your own site (Replo checkout)Your Replo plan2.9% + $0.30 card processingReplo checkout runs on Stripe, and Replo's docs list no extra per-sale fee.
Your own store on Shopify$39 a month, or $29 billed yearly2.9% + $0.30 with Shopify PaymentsUsing another payment provider on Basic adds a 2% third-party transaction fee.
Facebook MarketplaceNothing until a shipped saleShipped: 10%, $0.80 minimum. Local pickup: freeBusiness shops on Facebook no longer take payment; buyers check out on your website.
TikTok ShopNothing until you sell6% referral fee, processing includedThe fee also applies to buyer-paid shipping, and pre-owned items pay 5%.

A link in bio costs you only your store's card processing and plan. In-app shopping adds Meta's terms on each sale, so weigh that row against what your own link already does.

What you keep on a $35 ceramic mug

Each platform's fees on one $35 sale, before shipping, taxes, monthly plans and any ads you choose to buy.

  1. Your own site (Replo checkout)$33.68 kept, $1.32 in fees
  2. Your own store on Shopify$33.68 kept, $1.32 in fees
  3. TikTok Shop$32.90 kept, $2.10 in fees
  4. Facebook Marketplace$31.50 kept, $3.50 in fees

Launch checklist

  • Use a business or creator account so your profile shows contact buttons and per-post insights.
  • Point your bio link at a page listing your current products, not at a homepage visitors must dig through.
  • Add a link sticker to every product story so viewers tap straight to that product's page.
  • Reply to price questions in DMs with the price and a direct product link, the same day.
  • For shopping tags, build a product catalog in Meta's Commerce Manager and check whether your account qualifies.
  • Show each product three ways: a reel of it in use, a carousel of details, and a linked story.

Build the store behind your Instagram

Replo builds a store on your own domain that your bio link, stories and DMs can point to.

The prompt Replo starts from

Build a store for my brand, [brand name], that my Instagram followers can shop from. Make a link-in-bio landing page with our current products, product pages with photos and prices, an about page with our story, a reviews section, and an email signup so followers hear about new drops first.
Build my storeStart for Free

Frequently asked questions

Can I use Instagram to sell things?
Yes. Any account can post products and send followers to a store through the bio link, story links and DMs. Shopping tags, which let people browse products inside the app, need a shop set up through Meta, and checkout options differ by country.
What is the 5-3-1 rule for Instagram?
It's a posting rule of thumb shared by marketers, not an Instagram policy, and versions differ. The common idea: most posts should inform or entertain, some should start conversations, and only a few should ask for the sale.
Do I need a website to sell on Instagram?
Not strictly; you can sell through DMs and payment links. A site makes it easier: every product has a page to link, buyers check out without messaging you, and you collect emails for a list you own.
How do I get followers to buy?
Show the product in use, say the price, and make buying one tap away. Reels reach new people, while stories and DMs convert people who already follow you. End every product post by saying where to buy it.

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