The Download
- Tap a tagged product at the bottom of a reel to shop directly from Instagram. Or, tap Shop from a profile.
- To shop on Instagram from stories, tap the photo, then select View Shop or View collection.
- In most cases, you’ll order from the shop’s website. You can check out in the browser without leaving Instagram.
Instagram offers more than just outfit ideas and food photos. It’s also one of the easiest places to shop Black Friday deals without leaving the app. From influencer launches to exclusive brand sales, the article details how to discover and buy your favorite items through Instagram Shopping this holiday season.
Black Friday on Instagram: What to Expect in 2025
Instagram’s in-app shops are expected to feature early Black Friday promotions, influencer exclusives, and limited-time collections. Many major brands, including Nike, Sephora, and tech accessory makers, have begun testing “Instagram-only” deals for their followers.
- Early Access Sales: Some brands announce flash sales in Stories before they appear on websites.
- Influencer Collabs: Creators often link to limited-edition product drops in Reels.
- Exclusive App Discounts: Brands sometimes offer “in-app only” promo codes to followers.
Social commerce is booming, with 1 in 3 shoppers now buying directly from social media apps. Instagram leads the way, turning product tags, Reels, and influencer posts into instant purchase options. Whether you’re shopping for tech gifts or fashion finds, Instagram’s integrated checkout is shaping how we experience the biggest sale days of the year.
Shop With Brands in Your Instagram Feed
Instagram has expanded its shopping features, making it seamless for businesses to set up Instagram Shops and easier for Instagram users to find and purchase the products they want, all within the app.
While scrolling through your Instagram feed, you’ll find posts from brands you follow. You’ll also see “sponsored” posts in your feed based on past purchases or other posts you liked. You’re taken to the brand’s website to complete the purchase, which you can do with Instagram’s built-in browser—you never need to leave the app.
Buy From an Instagram Post
If you see a shopping bag icon in an Instagram post, you can view, select, and buy items; you’re redirected to the brand’s website to complete the purchase.
If you find a brand’s post with something you want, tap the product tag.
You’ll see details about the products in the post. Scroll down to see more items from that shop.
Tap an item you want to purchase, and then tap View on Website.
Choose appropriate options, such as size or color, and then tap Add to Cart (some sites call this something else).
Check out and complete your purchase as you normally would.
Buy From a ‘Shop Now’ Post
If a brand includes a Shop Now link, you can complete your purchase through the brand’s website in the Instagram app.
Tap Shop Now from the post.
To select an item for purchase, tap Add to Cart, Add to Bag, or whatever term the website uses to indicate the first step in the purchase process.
All shops are different. If you see a Buy now button, you’ll be able to complete the whole checkout process with Meta Pay. Otherwise, you’ll need to visit the shop’s website to finish up.
Tap Checkout, Order Now, etc., and complete your purchase. You may be asked to log in to a retailer’s site or continue the checkout as a guest.
How to Use the Instagram ‘Shop’ Button
Shopping is also available from a profile. It’s easy to explore Instagram Shops and make purchases from a seller’s website.
Visit the profile you want to shop from, and tap Shop or View Shop.
Use the filters to and buttons to open the items you’re interested in. For example, you might see a View collections button that lists products in that category.
Locate the item you’d like to order through Instagram and then tap Add to cart or Buy now.
Save posts with the Bookmark button to a private Saved Products list so you can record prices in one place for all your favorites before Black Friday.
From there, you can check out as you normally would from the company’s website.
Smart Shopping Tips for Instagram Users
Keep these tips in mind as you shop around on Instagram:
- Verify the Store: Look for the verified blue checkmark or “Meta Verified” badge.
- Check Shipping & Return Policies: Not all Instagram Shops have the same protections.
- Use Secure Payment Options: Stick to Apple Pay or PayPal when possible.
- Avoid DMs for Purchases: Always check out via the official product page or “Shop” tab.
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