Having a presence everywhere is starting to be more of a necessity nowadays rather than an option for eCommerce store owners. It’s important to know where your audience likes to hang and if by any chance (and that chance is huge), they inhabit Instagram, then you need to up your social media game.

Here’s how to do it on Instagram.

A Growing Trend

balloons rising in the sky
Photo by Ankush Minda on Unsplash

If you’re wondering why you should even bother with another social media for your eCommerce business, here are the answers. Instagram is killing it out there. According to statistics from the end of 2017, the total number of monthly Instagram users is 800 million and the total number of daily Instagram users is 500 million.

This number keeps on growing especially with all the new features Instagram is already introducing. Instagram themselves published that 200 million Instagrammers actively visit the profile of a business every day.

So, there definitely is a point to set apart some resources for Instagram and your presence there. Running a web store has its visual perks and you can create a brilliantly branded profile on the social media.

Instagram Basic How-To’s

Once you start off with Instagram by setting your account, one of the first things you should do is find influencers in your industry and generally people relevant to your brand and follow them. As for customers, it’s hard to say which one is a customer but if you have your own leads, you can always start by searching their name on Instagram. Following your customers is important because this will show them you are trying to connect with them on a whole new level.

It’s good to always use industry hashtags, to comment on other people’s posts and participate in conversations. This is just in the beginning when you’re starting to build your presence on Instagram and later this activity can be narrowed down but participating in conversations is always important no matter where your presence is. 

neon sign that says with all your heart
Photo by Brittney Burnett on Unsplash

For social media like Instagram, it’s essential to be visually consistent. Your brand has a personality and you should find the best way to visually bring it about in your pictures. At first, you can always just test what works for your audience and change it into a better idea.

It’s also necessary to have a regular posting schedule and to, of course, create a branded hashtag where you can attract people. Perhaps do a promoted post where you announce that with the use of your hashtag you will start giving out discount codes. It always works. There are people that use Instagram mainly for good deals to shop.

Before you start with Instagram, have measurable goals. Instagram Business Profile grants you with the possibility to measure your presence in the media so you can start tracking and testing right away.

As for Instagram Stories… they’re really new but our advice is to explore them and take huge risks. Do polls, do swipe-ups, do funny videos that will engage with your audience. It doesn’t matter what but definitely do something with Stories.

Instagram Products

There are many ways you can promote your eCommerce products on Instagram. The first thing you should do is learn what content your customers will engage with. If you’re selling fashion, style your page the way your customers will love it. We take huge inspiration from Urban Outfitters, who are doing miracles on Instagram. Check them out.

Instagram is introducing a few super cool product features now and that’s why we’re sure it’s the new media that’s going to lead to the most conversion in eCommerce. You should definitely use the shop option for your page. Once you start posting, you can tag the products on the picture. It’s usually 5 per photo or 20 per carousel.

screenshots from instagram with tagged products on posts

To activate the Shop tab for your audience on your Instagram Business profile, you must have at least 9 shopping posts in your profile.

As for the content of your products posts … it’s important not to just copy and paste out of your web store. Create a story around the post itself and try to be different for Instagram. 


You might have heard of this new species that has surfaced on the Internet called “Influencers”. They are the ones who have your shop’s faith in their hands on Instagram. What they typically are is social accounts with a huge amount of followers that can easily agree on promoting your products in exchange for… anything you can think of – money, free products, etc.

Most commonly it happens like this – you send them free products from your shop and if they are kind enough, they may post a picture on their social media accounts.

Finding influencers is a bit hard, though. It’s not just about their amount of followers, it’s also about the stories they have to tell. Your brand has one but so do their profile pages. You can always trust your guts or your long experience in your field but there are also some tools out there that can help you find the right kind of influencer.

Take Fohr, for example. They have created a community of influencers and a platform for people just like you that provides with the right demographic tools in the search for your influencer.

Another great influencer analytics tool is Social Blade, which you can, by the way, use for other social media like YouTube, Twitch, and Twitter. Have fun exploring these tools!

Awesome Instagram Tools

instagram tool icons with two phones android and ios

And lastly, we have gathered some Instagram tools that will help you create a better and different content than just still picture posts in the media.


Boomerang is an awesome tool that creates mini videos, which loop back and forth. It’s perfect for Instagram Stories. Movement usually grabs the attention more than a still picture and with Boomerang you have a higher chance of your followers engaging with the content you post.


With Layout, you can create collages anyway and shape you want. It’s a very intuitive application with which you can create a post with many of your products and arrange them in your own personalized collage.  


With Repost, you can easily repost anything from anyone. It will automatically put a label on that says this post has been reposted. This specific tool is very good for reposting influencers and it also brings you credibility. It will suggest your audience that the content you post isn’t stolen and that you will always mention when your posts have been reposted from somebody else.


Swipeable lets you post panoramas or any wide images on the social media by expanding it into a two-part carousel. So, if you have a wider photo, Swipeable will create this into a post, which lets your followers swipe in order to see the next part of the picture. It’s super cool. See it done here. 


And Typorama is awesome for creating posts with text inside. You can both inspire and motivate and make the post visually cool. This will let you speak to your audience and have your message delivered with your own personalized brand style. 

Try them out and tell us what you think. And most importantly, good luck with your Instagram endeavors.

Check out some good eCommerce tools for your web store.


  1. Hello ,

    I saw your tweets and thought I will check your website. I have to say it’s really nice!
    I’m also interested in this topic and I have recently started my journey as a young entrepreneur.

    I’m also looking for ways on how to promote my website. I have tried AdSense and Facebok Ads, however, it is getting very expensive. I was thinking about starting using analytics. Do you recommend it?
    Can you recommend something that works best for you?

    Hope to hear from you soon.


    • Katerina Nikolova Reply


      Thank you for the feedback. It is much appreciated. For now, we are using Google Analytics but it’s only for analytic purposes not to promote our website. We don’t do ads yet, we do forums, social media, and good SEO optimization.

      Usually, Google Ads works really good, I recommend you try it for your website but have somebody help you with the targeting if you find yourself confused with it.

      I hope this helped 🙂

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