How to sell on Instagram: a checklist for small businesses

Instagram is still one of the main sales channels for small businesses: clothing, cosmetics, bakeries, beauty professionals, online courses. But between "we have a page" and "we have sales" there are a few steps. Here is a checklist you can work through in a week.

Step 1. A profile that explains what you sell

• A name with a keyword: "Homemade Bakery London", not just the brand name.
• A three-line bio: what you sell → why you are better → how to order.
• A link that leads to your catalog, order form or Telegram.
• Up-to-date Highlights: "Prices", "Delivery", "Reviews", "How to order".

More details in the profile setup checklist.

Step 2. Content that sells

A proportion that works well: 40% value, 40% trust, 20% selling.

• Value: tips, life hacks, answers to customers' frequent questions.
• Trust: the making process, the team, reviews, before/after, case studies.
• Selling: the product in detail, price, terms, limited offers.

Reels are the best format for reaching new customers, Stories for those who already follow you. How to make Reels that get views is covered in this article.

Step 3. Prices in plain sight

"Price in Direct" loses part of your customers: people don't want to send a message just to find out whether they can afford it. Put the price in the post, or at least "from…".

Step 4. Quick replies in Direct

• Reply within an hour during business hours — a customer who waits longer often goes to a competitor.
• Set up quick replies for typical questions (price, delivery, sizes).
• End every conversation with a concrete step: "Shall I place the order? Send your address and phone number."

Step 5. Reviews are your main argument

• Ask for a review after every order — with a short message or a card in the package.
• Save screenshots in a "Reviews" Highlight.
• Post unboxing videos from customers (with their permission).

Step 6. Social proof at the start

It is hard for a new shop: people don't want to buy where there are 100 followers and empty posts. A moderate starting number of followers and likes helps the first visitors trust the page — after that, content and reviews do the work. Keep volumes natural; read more in the article on how to reduce risks.

Step 7. Advertising

Once your profile is set up and you have at least 9–12 posts, you can start advertising:

• boosting posts right from Instagram — the easiest way to start;
• ads with bloggers in your niche and city;
• mutual mentions with shops that complement your product (a coffee shop + a bakery).

Step 8. Track the results

Write down where each customer came from: ads, a blogger, a recommendation. After a month you will see where to put your budget and what can be dropped.