How a Fashion Retailer Drove £300k from Instagram Shopping

A womenswear retailer with 95,000 Instagram followers and a highly engaged audience was generating almost no revenue from the platform. They were posting five times a week, receiving strong engagement on product content, but had no shoppable posts and their bio link pointed to a homepage that was not optimised for social traffic. The gap between their social following and their social revenue was one of the largest we'd seen.

Setting Up Instagram Shopping

The first step was connecting their Shopify store to Meta Commerce Manager and setting up a product catalogue. Their catalogue had 420 active products, of which 380 were eligible for Instagram Shopping — the remaining 40 were excluded due to compliance issues with Meta's commerce policy (primarily branded goods requiring eligibility verification).

• Meta Commerce Manager connected to Shopify product catalogue
• 380 products submitted and approved for Instagram Shopping
• Product catalogue synced in real time via Shopify's Meta channel
• Collection sets created in Commerce Manager for seasonal campaigns
• Instagram Checkout enabled for direct in-app purchasing

Content Strategy

Instagram Shopping only works if the content strategy supports it. We advised the brand on a shoppable content framework: every product post and Reel featuring a specific item should have that item tagged; collection posts should tag multiple items to give viewers options; Stories should use the product link sticker on all product-featuring content.

Shoppable Reels

We worked with the brand to produce a weekly 'new arrivals' Reel format that featured three to five items styled as an outfit. Tagging each individual item in the Reel meant a viewer could tap any piece to view and purchase it directly. This format consistently outperformed static posts on both reach and product link taps.

Link in Bio Optimisation

The bio link was replaced with a custom Shopify landing page that mirrored the most recently posted content — effectively a shoppable version of their feed. Visitors from Instagram landed on a page where every item they'd just seen was immediately purchasable without searching. The landing page converted at 5.2% versus 1.8% on the previous homepage destination.

Year One Results

• Instagram-attributed revenue: £300,000
• Instagram Shopping clicks: 180,000 in year one
• Bio link landing page conversion rate: 5.2% (vs 1.8% previously)
• Instagram now second-largest acquisition channel by revenue
• Follower count grew from 95k to 148k during the period

“We always knew our Instagram audience was warm — we just weren't making it easy for them to buy. Now every post does the work.”