Get your own unique domain through Ecwid and give your customers an easy way to find you. Learn more →
Everything you need to sell online

Set up an online store in minutes to sell on a website, social media, or marketplaces.

How to Sell on Instagram Without a Website

How to Sell on Instagram Without a Website

13 min read

Instagram’s aesthetic has made it the perfect platform for showcasing products. If you’re thinking about starting your online business on Instagram, you might be wondering if you need a website.

In this post, we’ll explain how to sell on Instagram without a website, when and why you absolutely need one, how much money you need to sell on Instagram, as well as some tips and tricks for promoting your products.

Haven’t got a product to sell yet? Check out our ideas of what to sell on Instagram.

How to sell online
Tips from e-commerce experts for small business owners and aspiring entrepreneurs.
Please enter a valid email address

Can You Sell on Instagram Without a Website?

When it comes to selling on Instagram, having a website helps automate a lot of the work. Instagram doesn’t have built-in ecommerce allowing merchants to accept payments and process orders so you have to find a way to manage that on your own. Instagram Checkout can help solve that problem. However, it is only available to select countries.

So, if you want to sell on Instagram without a website, here are several options to consider.

Selling in Direct Messages

If you’re not ready to commit to a website, try selling via Direct Messages. Your feed will serve as your product catalog where followers can shop and browse. Ask them to reach out to you via Direct Messages to close the sale. In this case, you can accept payments in cash (not recommended during the pandemic) or by providing your PayPal email address. After getting paid, make sure to update each customer on the status of their order.

Selling on Instagram DM without a website means a lot of manual work, however, it still can be a great first step for some entrepreneurs. For example, if Instagram selling is your side hustle and you only sell a few items per month, then arranging each deal individually may work for you.

Tip: Make sure you use a Business profile as it has tools for better management of your Direct Messages.

Selling in comments

There’s a slightly easier way of selling on Instagram with no website — CommentSold, which automates selling on Instagram comments. It works like this: a customer leaves a specific comment on one of your posts. That triggers the app to create an order in the system and directs the customer to the checkout where they can pay with a credit card or PayPal.

The Paisley Heart uses CommentSold and provides the instructions in their bio:

The Paisley Heart

The app automatically sends customers comments with instructions:

The app automatically sends customers comments with instructions

While this is a useful tool for Instagram businesses without a website, the checkout process in CommendSold is a little bit clumsy as customers have to navigate away from the post to complete the purchase.

Selling via hashtags

Apps like Inselly work as a marketplace of Instagram products. Sellers need to create an account with Inselly and add product info. Then, they need to add a dedicated hashtag (#inselly) to their bio and posts, indicating that their products can be bought on the marketplace.

Selling via hashtags

Similar to selling in comments, users need to make a bunch of clicks away from the page to complete the purchase.

Selling with shopping tags

Shopping tags are a native Instagram feature that gives shoppers more info about a product by clicking on a small product tag directly on the Instagram post.

Please note that on April 27, 2023, Meta announced changes to Facebook and Instagram Shops across different regions. See how your Shops on Facebook and Instagram experience may be affected in the Meta Business Help Center.

Selling with shopping tags

Instagram Shoppable post

This is the most convenient option for you and your customers:

  • All the necessary product information is right there on Instagram
  • You can tag up to five products in a single post
  • Tagged products are also displayed in the Shop tab in your profile
  • It’s easy to differentiate shoppable posts in the feed as they are marked a special icon
  • You can tag products in Stories too!

Once your products are tagged, customers can see a bag icon and tap a link to view the item’s details and a direct link to your storefront product page to further purchase a product.

So, though you absolutely can sell on Instagram without a website, you should consider creating an online store if you want your Instagram business to grow faster. If you create your store with a platform like Ecwid by Lightspeed, connecting it to Instagram will take just a few clicks. You’ll be guided how to do that directly in your online store control panel.

As you see, having a website gives you many benefits over smaller competitors, including access to some of the best Instagram tools for business.

Selling with shopping tags

Need an easy and fast online presence to connect Shoppable Posts that doesn’t cost you too much time or money? Consider Ecwid’s Instant Site! The robust and easy-to-use website builder enables any merchants regardless of their technical skills to create an online store and connect it to Instagram (as well as Facebook, Amazon, eBay, Google Shopping, and more!).

Selling with shopping tags

Ecwid Instant Site

Learn how to enable Instagram Shoppable posts → 

Connect your online store to Instagram directly in your online store control panel

Selling on Instagram from Ecwid Control Panel

How Much Does It Cost to Sell on Instagram?

The answer to that question will vary and depends on many factors. An Instagram shopping page can cost you from a couple of bucks to million dollars.
Here is a breakdown of costs associated with selling on Instagram:

  • Creating an Instagram Business page — free
  • Content creation — from free if DIY-ed to infinity (hiring a photographer, a designer, a copywriter, a videographer, models, renting a studio, etc.)
  • Customer service — from free (if you do it yourself) to something around $50/h (source: Upwork)
  • Advertising — from $1 to infinity depending on the type of advertising and your budget.
  • Influencer partnerships — from free to million dollars.
  • Contests, giveaways — from free to infinity depending on the value of your prize.
  • Shoppable posts and Instagram Checkout (completing a purchase on Instagram using stored payment info) involves transaction fees. The feature is not available to all merchants though.

How Many Followers Do You Need to Sell on Instagram?

This isn’t necessarily news, but there’s no official follower minimum for selling on Instagram.

To get started, you’ll need:

  • A Business profile
  • Filled bio and contact info
  • good-looking profile picture
  • Several quality posts
  • A bunch of relevant hashtags.

Ticked off everything from the list above? Time to give your new page a shoutout on your personal profile and ask your friends to share your new Instagram store. Done? The floor is still yours: keep posting quality content, engage followers with meaningful conversations, educate them on how to use your products.

You can sell successfully with as few as a thousand followers. Just enable shoppable posts to make it easier for customers to make a purchase as soon as they gain enough confidence with your store.

You can also add links to your Stories to direct your followers to your website.

Here’s an example of a Swipe Up from Ecwid’s Instagram profile (“See More” leads directly to our website):

Ecwid’s Instagram profile

This feature enables you to drive Instagram traffic directly to your online store, however, if you’re not there yet, there are plenty of other opportunities to promote your Instagram page.

How Do You Market a Product on Instagram?

Selling on Instagram is not the same as selling on an ecommerce website. Here’s the paradox: if you want your Instagram page to sell, you need to carefully craft your sales pitches.

When online shoppers land on an ecommerce website, they already have an intent to buy. Instagram users aren’t there for shopping in the first place: they use the platform to entertain themselves, connect with their friends, and follow their favorite celebrity.

So, to be successful, you’ll need to fit in that environment and become a natural part of it. Below are some beginner tips for selling on Instagram:

Develop a visual appeal

To make a sale on Instagram, you need to introduce your product with an emotional or visual appeal. If you only post product pictures on a white background with some salesy copy, chances are it won’t have much of an impact.

Ecwid’s Instagram profile

Emotional and visual appeal of this post is an example of how to sell on Instagram without being too salesy

Need some help with taking Instagram-friendly photos? Check out our collection of stunning Instagram feeds and try to reproduce your favorite one.

Be helpful

As you develop beautiful visuals, combine them with insightful information that has value. How-to tutorials are the most popular form of video content on Instagram. To use this format effectively, keep your clips short and put your best effort into making the first seconds of your video eye-popping so that users don’t scroll through your content in their feeds.

Have a look at this example from Tasty. They have adapted traditional cooking shows to Instagram by making the videos short, comprehensive, and visually appealing.

View this post on Instagram

Almost too beautiful to eat 😍

A post shared by  Tasty Vegetarian (@tastyvegetarian) on 

Note that these videos work great without sound as well — a great move, as only 60% of Instagram videos are played with the sound on.

Use influencers

Instagram influencers are users with an established audience. Many of them make money by paid partnerships with brands. Typically, they agree to partner with a brand that is relevant to their demographic, for example, a beauty blogger would partner with a cosmetics brand.

If you are just taking your first steps on Instagram for business, look for micro-influencers. They have fewer followers, but their audience is very engaged. Browse relevant #hashtags to find an influencer and offer your products in exchange for a review that they post in their profile.

Instagram influencers

Learn more: How to Use Micro-Influencers on Instagram to Boost Ecommerce Sales

Show your customers

Combine different content formats to tell engaging stories about your products, manufacturing, yourself, and  last but not least — your customers. It’s a social medium, remember? Socialize your brand values and let customers speak for you: inspire them to share reviews, engage in challenges, and feature customer photos on your profile.

Show your IG customers

Great job, Jasper and Plum!

What’s Next?

Now that you know your options, go register a business profile on Instagram, and post some cool stuff. Don’t forget to subscribe to get resources like this to your inbox while you’re busy growing your Instagram shop!


Table of contents

Sell online

With Ecwid Ecommerce, you can easily sell anywhere, to anyone — across the internet and around the world.

About the author

Kristen is a сontent creator at Ecwid. She finds inspiration in sci-fi books, jazz music, and home-cooked food.

Ecommerce that has your back

So simple to use – even my most technophobic clients can manage. Easy to install, quick to set up. Light years ahead of other shop plugins.
I’m so impressed I’ve recommended it to my website clients and am now using it for my own store along with four others for which I webmaster. Beautiful coding, excellent top-notch support, great documentation, fantastic how-to videos. Thank you so much Ecwid, you rock!
I’ve used Ecwid and I love the platform itself. Everything is so simplified it’s insane. I love how you have different options to choose shipping carriers, to be able to put in so many different variants. It’s a pretty open e-commerce gateway.
Easy to use, affordable (and a free option if starting off). Looks professional, many templates to select from. The App is my favorite feature as I can manage my store right from my phone. Highly recommended 👌👍
I like that Ecwid was easy to start and to use. Even for a person like me, without any technical background. Very well written help articles. And the support team is the best for my opinion.
For everything it has to offer, ECWID is incredibly easy to set up. Highly recommend! I did a lot of research and tried about 3 other competitors. Just try ECWID and you'll be online in no time.

Your ecommerce dreams start here

By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Your Privacy

When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer. More information

More information

Strictly Necessary Cookies (Always active)
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.