Instagram expands Shopping Tools to more businesses

Instagram announced today it’s expanding access to Instagram Shopping to more businesses, including creators who want to sell their own merchandise. To enable this expansion, the company introduced new “Commerce Eligibility Requirements” that offer a set of guidelines that interested businesses must adhere to, in order to qualify for Instagram selling.

For example, the guidelines specify the Instagram account must represent the store or website where the products are being sold from — in other words, product listing must be available for direct purchase on the seller’s own website or through either Facebook or Instagram Checkout. The account can’t serve as a front for some sort of affiliate network selling, like the Amazon affiliate program.

The Instagram account must also demonstrate “trustworthiness” by having an authentic, established presence and a sufficient follower base.