Instagram, sometimes known as “Insta,” is a popular social networking service used globally. Originally just for sharing photos and videos, it has recently gained attention as a social commerce hub. Businesses can sell products via a built-in shopping feature called Instagram Shops, as well as payment links.

In Japan, in particular, there is a growing trend among businesses with ecommerce sites and individuals alike to use Instagram for their product sales.

In this article, we’ll provide easy-to-understand explanations of the two methods for selling products on Instagram—Instagram Shops and payment links—and compare them. We’ll also go over the key points for selling on Instagram successfully.

What’s in this article?

• Instagram: Key characteristics
  
• How to sell products on Instagram
  
• The advantages of Instagram Shops
  
• The disadvantages of Instagram Shops
  
• How to use Instagram Shops
  
• The advantages of payment link services
  
• The disadvantages of payment link services
  
• How to use Stripe Payment Links
  
• Keys to selling products successfully on Instagram
  
• Points of caution when selling products on Instagram
  
• Success stories of selling products on Instagram
  
• Tips for a smooth start to selling on Instagram
  

Instagram: Key characteristics

Instagram is a social media site primarily focused on sharing photos and videos, and it has become extremely popular in Japan. The term “Instagrammable” is now commonly used, with many tourists choosing to visit places specifically so they can take visually appealing, “Instagrammable” photos.

The number of Instagram users in Japan is estimated to exceed 55 million in fiscal year 2025, and it is set to reach an astonishing 2 billion users worldwide.

According to a report released in June 2025, Instagram is particularly popular among users between the ages of 10 and 30. However, in recent years, the usage rate among people in their 60s has also greatly increased, and the rate of people in their 40s and 50s using the platform is significant as well. Therefore, it’s reasonable to conclude that Instagram is evolving into a platform that reaches not only young people but also a much wider range of ages.

How to sell products on Instagram

Recently, social commerce via social media platforms such as Instagram has become a popular way to promote product sales. By creating a path that takes users from Instagram posts and Stories to products they can purchase, businesses can effectively expand their sales channels and raise awareness of their products.

Many business owners wonder how to sell products on Instagram, particularly if they don’t have an ecommerce site but still have products to sell. Selling on Instagram requires one approach for companies that have online stores and a different approach for companies that don’t.

If your company already has and operates an ecommerce site, you’ll likely want to link your Instagram account to your company’s site and then sell using Instagram’s shopping function.

If you don’t have an ecommerce site, on the other hand, you can use a payment links service such as Stripe Payment Links to sell products on Instagram.

It’s important to choose the method that makes sense for your business. So let’s take a closer look at the two scenarios—having an ecommerce site already or not having one—and the sales method that fits each.

If you have an ecommerce site: Use Instagram Shops

For businesses that already operate their own ecommerce sites or use ecommerce platforms such as Shopify, Instagram Shops—the social media site’s built-in shopping function—likely makes the most sense.

By setting up a “Shop” on Instagram and utilizing product tags, a business can seamlessly connect Instagram to its ecommerce site, shortening the customer’s path to purchase.

The main features of Instagram Shops include:

• A Shop: Users can view a list of products in the business’s online store displayed on its Instagram profile.
  
• Product tags: Products can be tagged in Instagram posts and Reels, and when a user clicks on a given link, they are taken to the relevant product details page. There, the user is able to click a button and be taken directly to the business’s site to make their purchase.
  
• Collections: Products can be grouped by category or theme, and they can be organized for easy viewing.
  
• Product detail pages: These pages show a product’s name, price, and other important information.
  
• Ads with product tags: By adding product tags to posts and linked ads, a business can expand its reach.
  

When a business uses Instagram’s shopping function, users can naturally discover their products and proceed smoothly from Instagram to the ecommerce site to purchase. This seamless experience means users are more likely to complete sales.

If you do not have an ecommerce site: Use a payment link service

For companies that don’t already have ecommerce sites, it can make sense to use a payment link service, such as Stripe Payment Links, to sell products on Instagram.

When using Stripe Payment Links, in particular, you set up the product information and prices in advance. Then, you create a URL for the online payment page.

By pasting the generated URL into your Instagram profile or using a link stamp in your Stories, you can point customers directly to the payment page so they can make their purchases.

The major appeal of payment link services is that you can begin selling right away, as no complicated ecommerce site needs to be created. This method is particularly well suited for individual business owners who sell a small number of handmade products or are running a side business.

The advantages of Instagram Shops

The Instagram shopping function allows you to link your business account and ecommerce site, and sell products to Instagram users via your posts and Stories. Here are the main advantages of using Instagram Shops.

There is a smooth path from product discovery to purchase

When the Instagram shopping function is implemented, users can tap once on a product tag or product stamp in a post, Reel, or Story, to view detailed product information and navigate to the purchase page on the business’s ecommerce site.

The path from finding a product to purchasing it is smoother, which results in fewer lost sales.

You can sell to users with high purchasing motivation

Instagram is rooted in strong visuals, and now the platform lets users easily discover new products and brands through those visuals. Products in categories that incorporate images and videos, such as beauty, fashion, cosmetics, accessories, and certain miscellaneous goods, can expect customers to have strong motivation to buy.

You can turn Instagram into a catalog with the Shop tab

When the Instagram shopping feature is enabled, a Shop tab is added to your profile screen, allowing your Instagram to function as a product catalog.

Users can view multiple products at a glance, compare, and save products that interest them, which creates opportunities for repeat purchases.

The disadvantages of Instagram Shops

While the Instagram shopping function provides many advantages, there are also some hurdles and precautions to keep in mind. Before you start using the feature, here’s what you need to understand.

The setup process is fairly complicated

To use Instagram Shops, you need to create a Facebook page, link it to Meta Commerce Manager, and sync the product catalog with your ecommerce site.

The setup procedure is somewhat complicated, so businesses unfamiliar with it might feel like it is a major barrier to adoption.

There’s a possibility you won’t pass Meta’s screening process

In order to use the shopping feature, your account and product content must be screened by Meta. This means that some product categories might not pass the screening process.
Make sure to allow plenty of time for preparation, as the screening process can take some time, and it’s possible that your application could be rejected completely.

Payments cannot be completed within Instagram

When Instagram Shops is used, the product information is displayed within Instagram, but the actual purchase process is transferred to a business’s external ecommerce site. This means that there is a possibility that users will give up on their purchases, depending on the site’s ease of use and how quickly the payment page loads.

Make sure to carefully design the integration between Instagram and your ecommerce site to ensure a smooth process for customers.

How to implement Instagram Shops

The steps to implement Instagram Shops are as follows:

• Create an Instagram business account.
  
• Link to a Facebook Page.
  
• Create a product catalog, linking to your own ecommerce site.
  
• Apply for review of your Instagram Shop.
  
• Add product tags to your product images.
  

It might take some time to be able to use this feature the way you want, but once you’ve set it up, you’ll be able to smoothly introduce products in your posts and Stories. If you already have an ecommerce site, Instagram Shops can be worth a try.

The advantages of payment link services

Let’s take a look at the main advantages of using a payment link service such as Stripe Payment Links to sell on Instagram.

You can start selling immediately without an ecommerce site

Payment links are characterized by the ability to create a dedicated payment page URL immediately by simply entering product information and prices.

Without the need to build an ecommerce site, you can get customers to complete their purchases by posting links to your Instagram profile or pasting them into direct messages (DMs), emails, LINE messages, and so forth.

The speed and ease of getting products to market makes this an attractive option for sole proprietors who want to start selling small quantities without the hassle of building a full ecommerce site.

This option reduces setup and operational costs

Compared to ecommerce sites, payment links are characterized by lower initial and monthly costs. With Stripe Payment Links, you can start creating payment links and selling online, and you’ll only pay the fees associated with the transactions. This is a big advantage for businesses that want to keep fixed costs low and increase revenue.

There is great compatibility with social media and messaging apps

Payment links can be freely posted not only on Instagram, but also on Facebook, LINE, and other platforms. By using profile links and link stamps in your posts, messages, and Stories, you can direct users from social media directly to a payment page.

Payments can also be made simply by sharing a link during face-to-face sales at physical stores or online events using Zoom, allowing you to sell regardless of location or situation.

The disadvantages of payment link services

While payment links are easy to start using and are therefore very convenient as a means of online sales, there are also some points you should keep in mind.

This option isn’t suitable if you have a lot of products

While payment links can be used to sell multiple products together, if your product lineup changes frequently or you have a very large number of stock keeping units (SKUs), it can be time-consuming to organize and update the links.

It requires manual work

There is no customer relationship management (CRM) system like ecommerce sites have, meaning you’ll need to manually confirm order details, send delivery notifications, and respond to inquiries. As the number of orders increases, mistakes are more likely to occur. Therefore, if you plan to expand your business, it is advisable to adopt the appropriate procedures and systems as early as you can.

It’s not easily customizable

While a payment link screen is simple and clean, there is little freedom in terms of design. This makes branding and leveraging product appeal more difficult. It is therefore necessary to convey the appeal of products in advance on Instagram before directing shoppers to the payment screen.

How to use Stripe Payment Links

Here’s a closer look at how to start selling using Stripe Payment Links, in particular:

• Create a Stripe account.
  
• Register your products, including information that is required under the Specified Commercial Transactions Act (SCTA) and your return policies.
  
• Create payment links.
  
• Have customers make payments by sharing the links through your Instagram profile, DMs, and other social media.
  

The process is short, making it very easy to get started and create links.

Keys to selling products successfully on Instagram

In order to attract customers on Instagram, businesses must use various sales techniques, beyond simply posting their products.

Let’s discuss a few of the key points for successful sales on Instagram.

Post appealing product photos

Instagram is a visually oriented platform, so you need to remember to create images and videos that make a strong first impression.

In addition to product images, it is a good idea to post photos of your product being used in real-life situations to showcase lifestyle options. Use Instagram Reels to complement the still images and give a better sense of size and movement.

Create a sense of unity across your entire feed by using a style that matches the brand’s aesthetic. You can do this by applying the same filter or color adjustments to all of your photos, and ensuring that the colors and tones are consistent.

Create product tags and links that are easy to understand

Even if you’ve opened an Instagram Shop or are using payment links, you’re not guaranteed that the customer will know how to make a purchase. If users are confused about where to buy your products, there is a much higher chance that they will leave your site or abandon their purchases. In addition to posts and Stories, make sure your business profile is designed to guide users to make a purchase in an easy-to-understand manner.

If you are using the shopping function, you can place product tags on the images you’ve posted so that users simply need to tap on the product image to display the price and product name. They can then click on the link to be taken to a product details page that has key product information. From there, the user can go straight to the purchase page on your ecommerce site.

By using product stamps in Instagram Stories, users can navigate directly to your product details while still viewing the Story.

When using payment links, make sure to always keep the link fixed in your profile section. In all your posts and Stories, include a link to your profile with a message such as “For more details, please visit the link in my profile.” Add link stamps to your Instagram Stories so that users can access purchase pages with a single tap.

Instead of just leaving content as a Story, saving it to your Instagram Highlights can be effective. Stories with links can be saved directly to your profile’s highlights. By grouping items together under titles such as “Product List” and “Purchase Here,” it strengthens the sales flow and makes it easier for first-time users to navigate your profile.

Use hashtags and descriptions to make search easier

On Instagram, you can increase the discoverability of your posts by using relevant hashtags that your target audience is likely to search for. Put some extra work into using effective hashtags, especially as a way to gain new followers and as an entry point for product searches.

It is also a good idea to use a combination of brand-specific tags (e.g., #brandnameofficial [using your brand name]), general keywords (e.g., #skincare), as well as event-related or concern-related keywords (e.g., #mothersdaygift, #scalpcare). It is important to choose hashtags that are relevant to the content of your post, too.

Be sure that your content includes a narrative or background story (e.g., how the product was developed) that will increase the user’s desire to purchase, and to clearly indicate the purchase method and links so that users can take action without hesitation.

Aim to increase your follower count

The number of followers you have on Instagram directly affects the reach of your posts. However, rather than simply chasing numbers, it’s important to try to increase the number of followers who are actually interested in your products.

Maintain your account’s activity with regular posts, Reels, and Stories. Ensure that it is easy for new users to discover your content by using hashtags and location information. Additionally, focus on increasing engagement with campaigns, gift offers exclusively for followers, and by incorporating user-generated posts.

Points of caution when selling products on Instagram

While Instagram makes it easy to start selling products, there are still some important points that you need to keep in mind.

Complying with Instagram and Meta’s terms and policies

When using Instagram Shops or ads, you need to be careful not to violate Meta’s policies.

The products that cannot be sold on Instagram are clearly indicated in these policies. Be mindful not to violate the company’s rules.

Paying attention to Japanese laws and regulations

When selling cosmetics, health foods, and certain other products, be sure to observe the relevant laws and regulations, such as the Act on Securing Quality, Efficacy, and Safety of Products Including Pharmaceuticals and Medical Devices (PMD Act), the Act Against Unjustifiable Premiums and Misleading Representations, and the SCTA.

For example, when selling skin care products, claims such as “this serum will remove spots” violate the PMD Act.

The Act Against Unjustifiable Premiums and Misleading Representations prohibits false or exaggerated labeling. Be careful not to misrepresent the product’s place of origin, and avoid using superlative expressions such as “Japan’s best” unless you can provide factual evidence to support such claims.

If you sell any kind of product or service, you must include information required by the SCTA. Be sure to display this on the link destination and payment page.

Responding to the Japanese customer’s sense of security

It is very important to incorporate popular Japanese payment methods and delivery options, such as konbini payments (i.e., convenience store payments) and anonymous delivery, in order to provide a secure shopping environment for Japanese customers. Also, use polite and careful responses to inquiries and DMs to build trust.

Success stories of selling products on Instagram

Here are some examples of Japanese businesses that are achieving success by using Instagram Shops, specifically.

All of these companies use Instagram not only as a platform for providing information, but as an important touchpoint for delivering brand experiences. They’ve built strong relationships with users by regularly sharing product information, lifestyle suggestions, and seasonal content.

MUJI

MUJI is Japan’s first lifestyle brand, which offers simple, functional designs and products made from natural materials, including home goods, clothing, and food ingredients. MUJI also has many stores outside Japan.

The official Instagram account for MUJI shares posts about new products and services, as well as useful information for everyday life. By adding product tags to its Instagram Reels and Highlights, users are able to purchase items that catch their eyes. In addition, by soliciting ideas and distributing information, MUJI has created the sense that the company values its connection with shoppers.

Francfranc

With a mission of making everyday life more enjoyable and fulfilling through good design, Francfranc focuses on furniture and interior goods, which it sells on its ecommerce site.

The business’s official Instagram account shares a variety of visuals that convey the appeal of its products, such as seasonal items and room coordination ideas. Users can view products in posts and Stories, and follow links to purchase items they are interested in on the company’s website.

BEAMS

BEAMS opened in Harajuku in 1976, selling apparel as a so-called “select shop,” a boutique that handles products from multiple brands or manufacturers. Today, they not only sell apparel, but also promote Japan’s manufacturing and culture to the global market.

The official Instagram account for BEAMS offers outfit suggestions, introduces new products, and shares the latest information on culture and lifestyle. The business’s posts use product tags skillfully to create a streamlined sales funnel.

Tips for a smooth start to selling on Instagram

To succeed in selling products on Instagram, it is essential to pay close attention to how you present your posts, carefully design the path to purchase (i.e., the sales funnel), and nurture close relationships with users.

Understanding the characteristics of Instagram Shops and payment link services, and selecting the sales method that best suits your products and operations is the first step toward success.

In addition, when selling products on Instagram in Japan, it is important to comply with all laws and regulations—such as the PMD Act and the Act Against Unjustifiable Premiums and Misleading Representations. Further, be sure to provide detailed information and communicate respectfully, keeping in mind the cautious purchasing behavior of Japanese customers.

When starting out, it is advisable to stick with familiar products and services, and aim to build your business’s fan base so that you can strengthen your Instagram sales.