How to build a foolproof Instagram e-commerce strategy

Online marketing and its techniques are evolving at breakneck speed. In 2025, leveraging social networks like Instagram is a marketing must for e-tailers. To help you navigate the social network marketing minefield, this article will look at how its algorithm works and outline simple steps to fine-tune your Instagram e-commerce strategy.

Instagram ranking: how does it work?

While traditional SEO focuses on search engines, Instagram rankings are based on user actions that improve a brand’s visibility on this network.

Instagrammers use keyword searches to find inspiration or answers to their questions, so choosing country-specific keywords is vital.

Here are some typical Instagram keyword search terms:

• yoga classes
• Paris architect
• eco-friendly nappies
• interior design
• DIY kit, etc.

Well-optimised accounts will appear at the top of the Instagram search results. For example, if you search for “DIY kit” you’ll probably get results similar to this:

So, if you sell DIY kits and your posts appear in search results, you’re far more likely to boost your e-commerce sales.

Optimising your Instagram e-commerce strategy is therefore a sure-fire way to improve your visibility and generate qualified traffic to your site. This is especially true for e-tailers as many lag behind when it comes to Instagram SEO.

E-commerce: SEO tips to increase your Instagram reach

Firstly, you’ll need to understand how Instagram’s algorithm works and how it ranks content. The platform uses three kinds of ranking to determine a post’s relevance and usefulness. Let’s take a closer look.

1. Interactions between the content creator and the user

Instagram encourages and places great importance on audience interaction.

You can interact with your Instagram audience in numerous ways (comments, DMs, live broadcasts) and if you frequently engage with a user, your posts are more likely to appear on their feed. So being proactive is a must if you want step up your Instagram e-commerce strategy.

Our top tip: reply to comments and DMs promptly.

2. Type of content

If you restrict your posts to one type of content, for example, “classic” posts, you’ll disappear into the ether. Instagram’s algorithm factors in the type of content published. If a particular type of content proves popular with users, Instagram will then boost that format’s rankings.

Our top tip: vary the type of content you publish (written posts, videos, stories, reels, frequent “lives”, carousels, etc.).

3. Post popularity and pertinence

Instagram ranks the relevance of each publication. To do so, it analyses the text, the keywords and the post’s date.

Accounts that regularly post content tend to get a higher ranking as Instagram’s algorithm prioritises fresh content.

Other important Engagement Indicators (EI) include likes, shares, saves, and comments. The more Instagrammers react to your content, the more likely it will appear on their ‘Explore’ tab and news feeds.

Our top tip: make sure your content is engaging and eye-catching. The idea is to encourage users to share your content across their network.

8 ways to improve your e-commerce’s Instagram ranking

You’ll need to implement a few best practices to nail your Instagram SEO and boost your social commerce.

1. Optimise your Instagram professional profile (name and bio)

Your brand’s profile is the first port of call for prospective customers so it needs to be carefully crafted. For example, it should contain keywords relevant to your e-commerce sector and brand values.

These elements will be visible on your professional profile, so we recommend you provide:

• a profile name with clear wording
• a bio that contains keywords
• a link to your brand’s e-shop
• a link to your brand’s Threads
• latest news from your company

Your profile pic should also be relevant. These elements will indicate that you’re an active business and proactive about optimising every aspect of your profile.

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If you haven’t already done so, we recommend you convert your personal Instagram profile to a business one. You can then add key information to your profile and consult your Instagram audience’s demographic stats.

2. Add hashtags to Instagram posts

Adding hashtags to Instagram content allows the platform to categorise your posts. They will help you describe your content and boost its visibility. Research proves that a post with hashtags has 12% higher engagement than a hashtag-free one.

However, there are some golden rules for hashtags to be effective:

• don’t add more than 5 hashtags per post
• only use hashtags that are content-related
• stick to one language for a post’s hashtags

3. Add ‘alternative text’ to your Insta posts

Go to the advanced settings tab to add alternative (alt) text to an Instagram post. Scroll down to “Accessibility” and click on “Write alt text.” This alt content will boost your account’s Instagram ranking.

4. Choose and use the right keywords

Picking the right keywords is one of the most important parts of the ranking strategy. We recommend you select five to 20 keywords to boost your Instagram e-commerce ranking.

To pick the right ones, you need to consider your target market and/or target customers’ persona. What questions do they ask? What daily challenges do they face? Do they need inspiration and if so, what terms are they likely to use when searching on Instagram?

Keywords are easier to pick if you put yourself in your target customers’ shoes. There are also plenty of keyword research tools to help you such as Ubersuggest, SEMrush and Keywordtool.

5. Add subtitles to your reels

As mentioned above, posting varied content is essential for an effective Instagram e-commerce strategy.

Let’s take a closer look at reels. Reels are short videos that work as snack content — a specific marketing strategy.

You can use these videos to introduce your products, brand, team, etc.

Whatever you post, you should always add subtitles to your reels to make your content accessible and boost its SEO ranking. Subtitles mean users can enjoy your content with or without sound. This encourages users to watch the entire reel and boosts the number of shares.

6. Add a location to your post to improve your local ranking.

Depending on your type of business, you may want to add a location to your posts. Customers may prefer to buy locally made products, so your town or region is worth mentioning. This is even more important if you have a physical store and an e-shop!

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Do you have a physical store as well as an e-shop? If so, then a hyperlocal marketing strategy could be a game-changer.

7. Work with influencers in your business sector

Influencers can help you quickly reach a wide audience. Partnering with an influencer to promote your content through sponsored posts, a competition, etc. could be beneficial.

But make sure you choose influencers with care. They should work in the same sector as your brand, be trustworthy and have an engaged audience.

8. Configure Instagram Shopping for your e-shop.

Our last, but no means least tip for optimising your Instagram e-commerce strategy is to configure Instagram Shopping. The platform lets you integrate your product catalogue with your Instagram profile.

Once done, you can promote your products via Instagram stories, posts and the ‘Explore’ and ‘Shop’ tabs.

The handy feature means users will discover your products while browsing Instagram rather loading a new page.

Building a foolproof Instagram e-commerce strategy: key takeaways

A well-thought-out Instagram e-commerce strategy requires a carefully crafted profile, frequent interaction with your community, an integrated product catalogue…

You should put every feature available on the platform to good use to showcase your e-shop and the products you sell.

Now it’s time to put these points into action and boost your e-shop’s Instagram ranking for 2025 and beyond.

Still got some time to spare? Check out our survey on the future of e-commerce.