During the third quarter of 2024, ecommerce in Spain reached a turnover of over €24.5 billion—12.6 % more than the previous year—according to the National Commission for Markets and Competition (CNMC). At the same time, Instagram surpassed 27 million active users in Spain, establishing itself as one of the most used digital platforms in the country.

For many brands, this sustained growth presents a clear opportunity to sell directly on social media—without needing to have an online store. Let’s take a look at how you can take the plunge and begin acquiring your first customers through Instagram.

What’s in this article?

• Requirements for selling on Instagram without an online store
  
• How to prepare your Instagram profile for selling
  
• How to accept payments through Instagram
  
• FAQs about selling via Instagram without a store
  

Requirements for selling on Instagram without an online store

If you want to start selling on Instagram from Spain in a way that is secure, legal, and professional, you must:

• Register as self-employed: Though there are cases in which you can sell online in Spain without being self-employed, these are quite rare, and in most cases you’ll need to register as a self-employed person. You can register in the Special Regime for Self-Employed Workers (RETA) on the social security (Seguridad Social) website and then process the census registration by filling out Form 036 issued by the Spanish Tax Administration Agency (AEAT).

• Issue invoices and declare revenue: Even though you are selling directly via your social media, you’ll need to issue invoices from your sales, submit quarterly revenue returns, and apply the relevant value-added tax (VAT) depending on the products and services you offer.

• Include clear policies: It is important that you inform your customers of your terms for sales, returns, and data protection. Remember that your customers must be able to invoke the right of withdrawal and that you must comply with the obligations established by Directive 2011/83 on consumer rights.

• Ensure that data is protected: If you collect personal information from your customers—such as billing and delivery addresses or email addresses—make sure that you are handling this data in accordance with the General Data Protection Regulation (GDPR).

How to prepare your Instagram profile for selling

If you’re going to sell on Instagram without an online store, it is important that your profile inspires trust and makes checkout easy. Below are some key ways to optimize your profile:

• Activate the professional account option: From your Instagram profile, access the settings and select the option “Switch to a professional account.” Working from a professional account gives you access to special features for businesses, such as statistics, contact buttons, product labels, and the opportunity to promote your posts.

• Update your biography: Clearly indicate what you offer and how customers can purchase it. Add a direct link to your catalog, or, if you are selling a unique product or service, link to a payments page in order to facilitate the purchase.

• Unify your links: Tools such as Linktree or Beacons allow you to create a unique link from which your customers can access various products, services, and payment pages.

• Organize your featured stories: Create multiple permanent sections—such as a catalog, customer reviews, FAQs, and promotions—in which you organize the stories that you share so that your potential customers always have access to the most relevant content.

• Post valuable content: Show your products and services in action, address FAQs, and create trust by posting videos, photos, and real customer reviews.

How to accept payments through Instagram

Even if you don’t have an online store, you can charge your customers using a payment gateway, a secure and professional method that facilitates integration on social media and offers your customers’ preferred payment methods. Here are some features you need to take into account if you want to to accept payments through Instagram:

• Payment links: Choose a payment service provider that allows you to create links to share on your Instagram account. For example, Stripe Payment Links allows you to create customized payment links in just a few clicks without having to program anything. You can easily share the links via direct message, add them to your Instagram stories, or include them in your bio.

• QR codes: Converting your payment links into QR codes allows you to add a small image to your posts that customers can scan using another device. With Payment Links you can generate QR codes for free and link each one to a payment page that you’ve created for your products.

• Bizum: This method is very popular in Spain and is quick and convenient for both customers and businesses. Bizum allows customers to pay without entering their bank details or their card information: they only need to provide their phone numbers.

• Direct bank transfers: Even though they require some manual effort, Single Euro Payments Area (SEPA) transfers can be especially useful if you sell high-value products, as their fees tend to be less than those associated with other traditional payment methods, such as cards.

• Virtual point-of-sale (POS) systems or mobile payment apps: If, in addition to selling your products on Instagram, you have a physical store, or if you attend events and trade fairs, it is important for you to be able to accept face-to-face payments and simplify the management of all your sales. You can do this with tools such as Stripe Terminal, which can provide you with a bankless card terminal and help you unify your online and face-to-face sales in one platform.

FAQs about selling on Instagram without an online store

Can I legally sell on Instagram without having an online store?

Yes, you can sell directly via your Instagram account as long as you comply with the relevant legal obligations in Spain. The obligations include registering as self-employed, issuing invoices, and complying with tax and data protection regulations. It isn’t necessary to have a website in order to make sales online.

Do I need a website in order to be able to charge online?

No, you don’t need a website in order to sell your products, but you will need a payment processor in order to charge your customers. For example, Stripe Payments allows you to create customized payment links that you can share directly on Instagram. Thanks to Stripe Payment Links, you can add links to your Instagram bio or your stories, or you can send them via direct message—all without needing to have your own website or programming knowledge.

Is it secure to accept payments through Instagram?

Accepting payments via Instagram can be just as secure as accepting them through your own website. Make sure to choose a payment gateway that complies with the revised Payment Services Directive (PSD2) and that features fraud-prevention tools. Stripe, for example, offers advanced encryption and includes Stripe Radar, its package of integrated antifraud solutions.

Can I accept payments through Instagram from customers outside of Spain?

If you already have a strategy in place for expanding your business outside of Spain, accepting international payments through Instagram is as easy as processing local payments. It is important that you take into account that payment method preferences and local regulations can vary a lot depending on each market. With Stripe Payments, you can accept more than 100 payment methods and payments in more than 135 currencies with a checkout that automatically adapts to your customer’s location.