Shoppable posts are social media videos, images, reels, stories, and pins that let your target audience buy what they see—instantly.
Imagine, for example, that you’re a jewelry brand. You create an Instagram Reel of a model wearing a glimmering, colorful set of bracelets that clink, clack, and sparkle together in the most delicious way. With tags like #asmr and #handmadebracelets, the video starts gaining some serious traction.
Instead of saying “shop the link in bio” or waiting for a flood of “where can I buy this?” comments, you’ve made buying effortless.
How? You’ve linked the exact bracelets directly in your Instagram post so users can tap and shop right from the image.
That’s the power of a shoppable post.
In this guide, you’ll learn about the benefits of this subset of shoppable content—plus how to put shoppable posts to work for your brand.
Why Shoppable Posts Matter in 2025
Shoppable posts are an excellent way to strengthen your overall marketing strategy.
This is especially true if you’re an ecommerce business.
In a piece published in the Journal of Research in Interactive Marketing, Cheng Lu Wang, Professor of Marketing at the University of New Haven, lays out the benefits of shoppable content.
Wang argues that advertising with one-way communication—think billboards and TV ads—is less effective than it used to be.
Instead, the market has hopped onto a decidedly more interactive path. Customers and brands can, and want to, interact. Build connections. Tell stories—together.
Social media is a huge part of this shift. According to Wang, social media and interactive marketing provide a “personalized approach that allows customers to dive in and enjoy the interactive process on a deeper level.”
Instead of feeling afraid of this newer type of marketing, brands should embrace it.
Here’s why: more interaction on social media means customers have more opportunities to shop at non-traditional times.
The consumer’s shopping journey “takes an alternate form as unplanned and incidental shopping when they are promoted to discover, shop and purchase during their mobile times on reading, chatting, entertaining and streaming,” says Wang.
Consumers don’t even have to actively plan to buy anything when they log on to their TikTok, Instagram, Facebook, or Pinterest accounts. They can be doing their nightly, pre-sleep scroll on TikTok’s For You page or a morning, post-alarm-clock lark through their Instagram feed.
When they see a post from a brand featuring a product, they can instantly fall in love with it—and buy it moments later.
Shoppable videos, posts, and user-generated content (UGC) make this easy.
“Social media platforms provide users with built-in tools to monetize feeds as shoppable posts,” says Wang. “When consumers come across brand-related images or video content arousing shopping interest, they can instantly buy the product using the built-in product tagging feature and buying option.”
This skips what Wang calls the “inconvenient shopping journey” that usually stops that sales opportunity when the would-be buyer would rather stay on Instagram and not be redirected to the brand’s external storefront, thankyouverymuch.
You can harness the power of this spontaneous, seamless shopping experience by creating your own shoppable posts.
Where Can You Use Shoppable Posts?
All the major social media platforms have caught on to the power of offering in-app shopping experiences.
You can now offer native shopping experiences on the following social platforms:
- Instagram Shopping: Tag products in posts, Reels, and Stores using your connected product catalog.
- Facebook Shops: Create a storefront that’s accessible through Facebook (and Instagram) with integrated checkout.
- TikTok Shop: Pair your videos with product links for easy, in-app purchasing.
- Pinterest Product Pins: Show your product information and pricing right on pins for quick and simple buying.
Each platform comes with its own set of setup requirements and capabilities, but the goal of each is the same.
To turn social content into a direct revenue channel for your brand.
Platform Breakdown: How Shoppable Posts Work on Each Social Network
Every one of the social media platforms above offers its own version of shoppable content. Each comes with unique features, eligibility requirements, and creative possibilities.
One thing’s true for all of them: whether you’re a small boutique or a large ecommerce brand, you’ve got to know how to optimize each channel. It’s the only way to build a seamless shopping experience for your users—which, in turn, will drive results for your brand.
Use this section to easily see what each platform offers and how to get started on the following platforms:
- TikTok
TL;DR? Grab this table and get started on your shoppable post journey.
| Platform | Eligibility | Key Features | Pro Tip |
Instagram Shopping | Business account, Facebook Page, approved product catalog | Tag products in posts, Stories, Reels, and carousels; in-app or external checkout | Use UGC and hashtags to boost discovery and trust |
Facebook Shops | Facebook Page, Commerce Manager, synced product catalog | Custom storefront; featured products; in-app or website checkout | Run shoppable ads to retarget and promote new products |
TikTok Shop | TikTok Business Account, Seller Center approval, uploaded product catalog | Add product links to videos and livestreams; in-app checkout | Partner with influencers for high-converting, native-feeling UGC |
Pinterest Product Pins | Business account, verified domain, connected product catalog | Pins show real-time pricing and link to ecommerce site | Use strong visuals and keywords to drive search traffic and conversions |
Instagram Shopping
- Eligibility: To start your Instagram Shop and selling experience, you need a Meta business account, a connected Facebook Page, and an approved product catalog through Shopify, Meta Commerce Manager, or another e-commerce platform.
- Key Features: Product tagging in photos, videos, Reels, Stories, and live streams, plus a dedicated Instagram Shop tab on your profile.
- Pro Tip: Use UGC and influencers to add authenticity to your shoppable posts, and weave hashtags into your content to make it easier to discover.
- Official Resources: See Instagram’s guide to setting up your Instagram Shop and make sure you’re prepared to follow all Meta eligibility requirements.
Real-life example of a shoppable post on Instagram:
Sephora regularly uses Instagram’s shopping features by tagging products in their posts, Reels, and Stories.
Like this bright, colorful, shoppable Reel showcasing a newly released perfume.
Users can click on the blue “View shop” tab to go straight to Sephora’s Instagram Shop—where you can find not only the tagged product, but also related goodies.
In this way, Sephora’s shoppable content example smoothly guides users from discovery to purchase, all without forcing them to leave the app.
Facebook Shops
- Eligibility: To launch a Facebook Shop, you’ll need to set up a Facebook Business Page, a linked Commerce Manager account, and a connected product catalog, which you can sync from Shopify or BigCommerce. You can also manually upload your catalog.
- Key Features: Facebook Shops lets you create a customized storefront where you can highlight featured products, organize collections, and offer real-time checkout through Facebook. Or, if you want, an external product page.
- Pro Tip: Use shoppable ads to retarget high-intent users and promote new products right within their feeds.
- Official Resources: See Facebook’s guide to getting your Facebook Shops going to get started, and review the Meta commerce policies to make sure you’re eligible.
Real-life example of a shoppable post on Facebook:
Rothy’s regularly posts shoppable content on its Facebook page. With appealing product images, the posts are eye-catching. And instead of linking out to an external site, the brand uses a shortened deep link that opens a native Facebook Shop experience.
This allows users to browse and purchase directly within Facebook—no need to leave the app.
TikTok Shop
- Eligibility: You’ll need a registered TikTok Business Account, an approved seller profile via TikTok Seller Center, and an uploaded product catalog that meets the platform’s ecommerce policies.
- Key Features: TikTok Shop lets you link products directly inside shoppable videos, livestreams, and influencer-led content. Users can complete checkout without leaving the app.
- Pro Tip: Partner with influencers to create engaging UGC and video content that blends naturally with TikTok trends. This strategy does two things: increases your visibility and helps encourage impulse purchases.
- Official Resources: See TikTok’s guide to setting up your TikTok Shop and make sure you read the platform’s commerce policy.
Real-life example of a shoppable post on TikTok:
PrettyLittleThing’s TikTok Shop launch featured authentic UGC-style content showing real customers “getting ready” in PLT outfits—complete with natural styling moments and spontaneous reactions.
@phoenixzhao PLT Try On Haul. Wow the white dress is everything!! @prettylittlething #plt #prettylittlething #plthaul #prettylittlethinghaul #plttryon #prettylittlethingtryonhaul #outfitinspo #summeroutfitinspo #summerdresses #fashiontiktok ♬ Summer Too Hot – OJ The DJ
This user‑centered shoppable video blends product exposure (think flattering angles of clothing and on-screen tags) with a genuine visual narrative. This makes viewers feel like they’re shopping alongside a friend.
The result? A highly engaging format where UGC meets social commerce, driving brand awareness—and conversion friendly content.
Pinterest Product Pins:
- Eligibility: You must have a Pinterest Business Account, a verified domain, and a connected product catalog via Shopify, Pinterest Shopping Manager, or supported feed uploads.
- Key Features: Product Pins display accurate pricing, availability, and descriptions pulled from your catalog. Clicking a pin takes users directly to the product on your ecommerce website.
- Pro Tip: Use high-quality shoppable images and keyword-optimized descriptions to increase your content marketing reach.
- Official Resources: Get started by setting up your Pinterest Merchant Profile using Pinterest’s official guide, and make sure you follow the Merchant Guidelines.
Real-life example of a shoppable post on Pinterest:
This Pinterest Product Pin showcases an Elwood pinstripe shirt with clean, vertical imagery and clear product details, including the size and retailer. When users click “Visit site,” they’re directed straight to the Nordstrom product page.
This is a classic example of how Pinterest’s rich pins can support ecommerce through minimalistic design and direct-to-retail functionality.
3 Key Tips for Creating High-Converting Shoppable Posts
Want to turn your social media marketing into a sales engine? Here’s how to create shoppable posts that look amazing and convert like crazy.
1. Set the Foundation
- Set up your product catalog using platforms like Shopify or Woocommerce, which you can then link to the social media platforms you decide to work with.
- Make sure you tag products correctly on posts, stories, Reels, and shoppable videos to enable quick access to product pages.
- Use strong call-to-action prompts like “Tap to shop” or “Buy now” to guide users toward checkout.
2. Design for Engagement
- Publish your posts at optimal times and keep a consistent schedule across social media platforms. This helps you reach a high-intent audience that’s ready to buy.
- Follow design best practices: clean layouts, high-quality video content or shoppable images, and uncluttered visuals.
- Collaborate with influencers and integrate UGC for added trust and social proof.
3. Optimize for Results
- Use analytics tools to track conversion rates, click-throughs, and performance by format (e.g., carousel, livestream, etc.).
- Run A/B tests on captions, visuals, and hashtags to see what drives the most engagement.
- Continuously improve your posts by analyzing what types of shoppable content resonate best with your ecommerce audience.
Beyond the Feed: How Foursixty Supercharges Your Shoppable Posts
While tools like Instagram Shopping and TikTok Shop help drive Instagram and TikTok monetization respectively, there’s more you can do to squeeze out the impact of your shoppable posts.
At Foursixty—that’s us!—we know all about taking the power of shoppable posts as far as it can go.
And then some.
Here’s a quick roundup of our favorite tools that take your shoppable content to the next level:
- Shoppable Galleries. Transform your best-performing Instagram and UGC posts into shoppable galleries that you can embed on homepages, product pages, and landing pages. This brings social proof directly into high-converting areas of your site.
- UGC Rights & Monetization. Foursixty makes it easy to collect, gain the rights to, and monetize the content your customers create about your products. This means you can turn fan-created posts into UGC that outperforms traditional ads.
- Shop Minis. Place product-tagged galleries next to blogs, bundles, or email opt-ins. hey make parts of your site that aren’t built for selling—like editorial or educational pages—instantly shoppable. All without needing to change the layout or design.
- Shoppable Emails. With integrations like Klaviyo, you can bring Instagram content into your marketing emails. Seeing real products in a familiar format makes emails feel more credible and helps customers feel confident when buying.
- Business Insights. Foursixty tracks performance across posts, placements, and formats, helping you optimize your shoppable strategy with real data. That way, you can know what converts, where, and why.
Want to get more out of every shoppable post you create? Sign up for a free trial to see how Foursixty can turn your shoppable content into a revenue tool for your website.
FAQs
What is a shoppable post?
A shoppable post is a type of social media post that includes shopping features like product tags or embedded links. This allows users to view product details, check pricing, and complete a purchase, often without leaving the platform.
These types of posts turn regular content into a direct path to checkout. They’re essential, modern tools for ecommerce brands looking to improve the customer experience and streamline the customer journey.
What Are Shoppable Content Platforms?
Shoppable content platforms are tools or networks that allow businesses to sell products directly through the content they post. These include major social media platforms like Instagram, TikTok, Facebook Shops, and Pinterest, as well as SaaS tools like Shopify and Foursixty.
Some platforms also support shoppable ads, livestream shopping, and carousel formats, expanding the types of shoppable content businesses can use.
How do shoppable posts increase sales for online businesses?
Shoppable posts increase sales, shortening the sales funnel between discovery and purchase. Instead of directing users to an external ecommerce website, brands can tag products in context. This makes the buying process faster and more intuitive.
When paired with influencers, call-to-action buttons, and compelling video content, shoppable posts help online businesses capture attention and convert potential customers in real time.
