Selling on Instagram: the complete guide to success

Why sell on Instagram?

Before you get started, it's essential to understand why Instagram has become an essential lever to generate sales.

A platform used by over 2 billion users

Instagram account 2.35 billion monthly active users including over 60% are aged between 18 and 34 .

This age group represents the heart of online consumption . Other key data : Instagram users are 70% more likely to buy a product after seeing it on the platform . This makes it a powerful audience base for discover, follow and buy with brands, even emerging ones.

A powerful sales lever even without a website

Thanks to direct messaging, call-to-action (CTA) buttons product tags or to tools like Linktree You can sell without an e-commerce store.

Many designers and craftsmen manage their sales solely via DMs or WhatsApp by responding to incoming requests. This makes it possible to test an offer quickly without budget or complex infrastructure.

An ideal channel for B2C, creators and infopreneurs

The brands of fashion, beauty, accessories, home decor or food dominate sales on Instagram.

But the network has also become a springboard for infopreneurs We're a team of professionals, coaches and freelancers who sell training courses, services and digital products.

With immersive formats such as Reels stories or lives, you can create a relationship of trust that triggers the purchase.

Do you need an Instagram store to sell?

Having an Instagram store makes conversion easier, but it's totally possible to sell without website ni Instagram Shopping.

Create a pro account and connect your product catalog

To activate Instagram Shopping, you must first create a business account or designer . Then connect a catalog product via Meta Business Manager or a platform such as Shopify or WooCommerce . This step allows you to tag your products in publications.

Instagram Shopping eligibility requirements

Meta imposes several conditions to activate the feature:

• Selling physical products that comply with Meta's terms and conditions

• Have an associated e-commerce site and verified

• Respecter la commercial policy from Instagram

In 2024, more than 1 million brands used Instagram Shopping worldwide (source: Meta for Business). It's a powerful tool, but not indispensable.

Sell without a website thanks to DMs and product tags

You can also sell without site by redirecting your prospects to :

• Instagram DMs (direct messaging)

• WhatsApp Business

• A tool like Linktree , Kooneo or Systems.io

This method is very popular with content creators or the small brands without a web budget.

How to optimize your profile for sales?

Your Instagram profile is your showcase It must immediately inspire confidence and the desire to find out more.

Writing an effective bio with a call to action

A good bio must :

• Summarize in 1 clear line what you sell

• Show one social proof if possible (reviews, customers...)

• End with a clear call to action (e.g. "Discover our new products here ↓")

Remember to use well-chosen emojis to air out the text and catch the eye.

Choose a professional photo and a clear layout

Your photo de profil must :

• Be recognizable (logo, visuel clean)

• Be adapted to round format

• Rester consistent with your visual universe

Make sure your grid (feed) has a consistent style, with coherent colors, typography or theme.

Add useful links: website, WhatsApp, calendly, etc.

Instagram does not allow only one link in the organic range, but you can multiply via a third-party tool :

• Linktree , Beacons , Taplink to list several links

• WhatsApp Business: for quick conversations

• Calendly : to offer a appointment or discovery call

This link is the bridge to sales then it must be strategic and optimized .

What are the best strategies for selling?

Publishing content isn't enough. You need to create commitment, incite action and organize your efforts around a clear strategy.

Sell through engaging organic posts and stories

Visit static posts are ideal for :

• Presenting products with carrousels

• Showing customer testimonials

• Telling a story brand story

Visit stories are ideal for :

• Creating daily links

• Partner of the flash offers

• Add interaction stickers (polls, quizzes...)

Use Reels to boost visibility

Visit Reels have an organic reach 2 to 3 times greater than posts (source: Later, 2024). They must :

• Captivating right from the start First 3 seconds

• Use a trendy music

• End with a clear incentive (see bio link, comment...)

Create exclusive and urgent offers (codes, lives, etc.)

Scarcity creates action. Offer regularly:

• From promo codes valid for 24h

• From private sales announced in story

• From launch lives with exclusive discount

Example: in 2023, the Merci Maman jewelry brand multiplied by 4 its conversion rate thanks to a series of lives with limited sales on Instagram.

Should you advertise to sell on Instagram?

Advertising on Instagram can greatly accelerate your sales, provided you structure your campaigns properly.

Which formats work best?

Visit Sponsored reels the dynamic carousels and stories with swipe-up are the best-performing formats. In 2024, story ads generated a total of CTR 2.3x higher to that of classic posts according to Meta .

How do you target and set a budget?

Target by age, gender, interests and buying behavior. To get started, a test budget from €10 to €20 per day to identify the most responsive audiences before scaling.

Measuring results with ROAS and conversions

Keep an eye on the ROAS (Return on Ad Spend) and the cost per conversion for each campaign. A ROAS greater than 3 is often considered profitable in e-commerce. Use Meta Ads Manager to monitor these indicators in real time.

The role of influencers in boosting sales

Influencers can lend credibility to your offer and greatly increase conversion.

How to choose a relevant influencer

Choose a niche influencer with a good engagement rate (over 3 % ), rather than a large account with little interaction. Check that your audience matches your target (age, gender, interests).

Structuring a partnership that converts

Prefer native content: Reels in situation, stories with product test, unboxing . Demandez a script or clear brief and include a clause on expected performance (e.g. number of views, promo code used).

Tracking impact with tracked codes or links

Use tracked links (UTM) or dedicated promo codes to precisely measure conversions. This makes it possible to evaluate the ROI of each collaboration and optimize future campaigns.

Which products sell best on Instagram?

Certain types of products are particularly suitable for sale on this platform.

Fashion, accessories, beauty: star categories

These are the 3 most represented categories on Instagram according to Hootsuite 2024. The visuel fort The frequency of purchase and aesthetic appeal of these products make them natural best-sellers.

Le boom du digital : formations, ebooks, coaching

Visit digital products are exploding: they require neither logistics nor stock. In 2024, 1 in 3 infopreneurs generated more than 3 000 €/mois via Instagram (source: Systeme.io x Graphy). Sell via bio link, automated DM or sales page.

Trends to watch in 2025

• Eco-responsible products and local

• AI tools for freelancers and designers

• Connected accessories for sport and health

3 mistakes to avoid when selling on Instagram

These mistakes are a direct drag on your sales on Instagram.

Ignore the algorithm and post without strategy

Blind posting without understanding the algorithm drastically reduces reach. In 2025, the algorithm favors : rapid engagement, video retention and recordings .

No links or call-to-actions

Too many brands forget to insert a clickable link in the bio or in the story. Each publication should incite an action: buy, comment, visit your site, etc.

Neglect the stats and fail to adjust your strategy

Analyze your performance every week: reach, clics, conversions, ventes . Test variations (post time, visuals, call-to-action) and adjust what's not working.

Heropay finance vos campagnes Instagram Ads

Need for cash flow to scale your Instagram campaigns ? Heropay offers you a financing solution dedicated to e-merchants. Finance your budget pub You pay when you receive your sales. Perfect for accelerate your sales without stress .