How to Turn Instagram and TikTok Videos into Shoppable Videos on Shopify

Quick answer: To turn Instagram and TikTok videos into shoppable videos on Shopify, connect your Instagram and TikTok accounts to a Shopify video app such as Tolstoy and import the videos into its library. Then tag the products each video shows and publish the videos as a carousel or stories widget on your product pages, where shoppers can add to cart without leaving the video.

Last updated: November 1, 2026.

Your best-performing Reels and TikToks already show your products in use. On social they sell for a day; on your product page they can sell every day. This guide uses Tolstoy for the exact steps. For the full setup, including installing the app and adding the theme block, see how to add shoppable video to Shopify.

Step 1: Connect Instagram and import your Reels

In Tolstoy, connect your Instagram account from the Library. You have two options:

• Facebook Login: use this if you want to import product tags from your Instagram posts, find UGC, or publish to Instagram. It is the recommended option.
• Instagram Login: use this for a quick import of your own videos and images.

Choose how far back to import. The recommended range is 90 days, which keeps your library focused on recent content. Turn on Import product tags along with content if your posts already have product tags, and turn on Videos only if you only want video. Connect an Instagram Business or Creator account for the best results. The Instagram guide has the details.

Step 2: Connect TikTok and import your videos

Connect your TikTok account in Tolstoy and approve the TikTok permissions. Your TikTok videos then appear in your Tolstoy library. You do not need a paid TikTok account. If you manage more than one TikTok account, make sure you are logged in to the correct one before you connect. If new videos do not appear, refresh the library. See the TikTok guide.

Connecting Instagram or TikTok does not publish anything to your store. You choose which videos go live.

Step 3: Choose the videos that will sell

Not every post belongs on a product page. Choose videos that:

• show one product clearly, in use, in the first seconds
• answer a buying question, such as fit, size, texture or how it works
• performed well on social, because strong hooks usually work on site too
• are short and vertical, which suits mobile shoppers

Step 4: Get permission for creator and customer videos

Your own posts are yours to use. For a creator's or customer's video, ask for permission to use it on your store and in ads, and keep a record. Some Instagram Collab Reels are not available to apps through Instagram's API, so they cannot be imported; ask the creator for the file and upload it.

Step 5: Tag the products in each video

Tag each video with the products it shows, so a product card and add-to-cart button appear inside the video. If you imported Instagram product tags, check them. Tag the specific variant when the video shows one color or size, and put the main product first. You can tag one video at a time or many videos in bulk. See the tagging guide.

Step 6: Publish to your product pages

Add the tagged videos to a widget and choose a format. Stories and carousels suit product pages; a carousel or featured video suits the homepage. Choose Publish, enable the Tolstoy app embed in your Shopify theme, add the Tolstoy Builder block to the template, paste the widget code, preview on mobile, and save.

Step 7: Keep the feed fresh and measure it

Import new posts regularly so product pages show recent content. Track views, clicks, add-to-carts and attributed revenue per video, and replace the videos that shoppers skip. The same videos can also go to Shop App, TikTok Shop and Klaviyo email from your Tolstoy library.

What if a product has no social video?

Many catalogs have social video for only a few products. For the rest, AI Studio can make UGC-style product video from your catalog. Show generated video as product content, and keep real customer and creator videos in the places where shoppers look for proof.

Choosing an app for social video

Most Shopify video apps import Instagram and TikTok. They differ in what they do next. Tolstoy adds AI content, an AI sales agent and virtual try-on on the same catalog. Moast and Whatmore focus on low-cost carousels, and Videowise adds a media library and live shopping. Compare them in the best Shopify video apps, Tolstoy vs Videowise and Tolstoy vs Moast.