Quick answer: A good link in bio for ecommerce sends shoppers straight to the page that matches what they just saw, so the first link should be your current product drop, sale, or best seller, not your homepage. Use a product link when a post shows one item and a collection link when it shows a range. Tag each store link with UTM parameters so your store analytics can tell which platform and post sent the sale, and let your existing checkout do the selling.
What a link in bio does for a store
Your social profile is where people discover a product. Your store is where they buy it. The link in bio is the bridge between the two, and its only job is to get a shopper to the right page with as few taps as possible.
That makes your link page a router, not a second storefront. You already have product pages and a checkout you have tested. Point at them, in the right order, with labels that match your posts. Every extra screen between the tap and the product is a chance to lose the shopper.
If you run a local business with bookings, menus, and directions as well as a shop, the setup in the best free link in bio for small business covers those links. If most of your links point to other people's products, see link in bio for affiliate marketers. This guide is about sending your own followers to your own store.
Which store links to put first
The top link gets the most taps, so it should always be the thing your current posts are selling. Here is a simple way to decide what goes on top this week.
| What you are posting about | First link | Second link |
|---|---|---|
| A new product launch | That product page | The collection it belongs to |
| A sale or promo code | The sale collection, with the code in the label | Your best seller |
| A restock | The restocked product page | A related collection |
| Nothing specific | Your best seller or new arrivals collection | Your full shop |
| A seasonal gift push | A gift guide collection | Gift cards, if you sell them |
Below the first two, add your full shop, then supporting links such as shipping and returns, your contact page, and your other profiles. Keep the list short enough that the first link never scrolls out of view on a phone. For general rules on ordering and labeling, see link in bio click-through.
Product links vs collection links
Choosing between a single product page and a collection page is the most common store linking decision, and it comes down to what the post showed.
Use a product link when
- The post or video features one item and nothing else.
- The shopper only needs to pick a size or color to buy.
- You are pushing a restock or a limited run where speed matters.
Use a collection link when
- The post shows several items, an outfit, a bundle, or a set.
- You are running a sale across many products.
- The featured item might sell out, so shoppers still land on something they can buy.
Avoid sending social traffic to your homepage unless the post is about your brand as a whole. A homepage asks the shopper to find the product again, and many will not bother.
Match the post to the link
Shoppers tap because a post promised something specific. The link label and the page behind it should keep that promise in the same words.
- If the post says "the linen shirt in sage," the link says "Linen shirt in sage," not "Shop."
- If the post mentions a code, put the code in the link label so nobody has to go back and look for it.
- If the post shows a price, make sure the product page shows the same price.
- When the post stops running, swap the link. A stale top link sends today's visitors to last month's offer.
Before you publish, tap through on your phone and confirm you land on the exact product or collection in the post.
Tag store links with UTM parameters
Without tags, a sale from your bio link can show up in your reports as direct traffic or a generic social visit. UTM parameters fix that by adding a few labels to the end of each URL.
Google Analytics says you should always use three of them: utm_source, utm_medium, and utm_campaign. A tagged product link might look like this:
https://yourstore.com/products/linen-shirt?utm_source=instagram&utm_medium=social&utm_campaign=linen_launch
A few store-specific habits help:
- Use utm_content to tell links apart. Google describes it as a way to differentiate creatives, such as two call-to-action links in the same message. Give your first and second store links different utm_content values to see which one earns the sale.
- Keep values lowercase. Google notes that parameter values are case sensitive, so "Instagram" and "instagram" show up as two different sources.
- Tag each platform separately. Use a different utm_source for Instagram, TikTok, and anywhere else your page URL lives.
In Google Analytics, tagged visits appear in the Traffic acquisition report. If your store runs on Shopify, its help center says traffic arriving with a utm_campaign parameter is attributed to marketing, and campaign results appear in its marketing reports. For the wider tracking strategy, see link in bio traffic strategy.
Instagram shopping features worth knowing
Instagram lets you add up to five websites to your profile, in the Android and iPhone apps, under Edit profile and then Links. You can reorder them, so your store link can sit first. The steps are in how to put a link in your Instagram bio.
If your shop has its own professional Instagram account with a shop on Instagram, Instagram can link that shop to your personal profile. Once you accept the shop's request, a View shop button appears on your personal profile. If the shop has checkout on Instagram turned on, you can also tag products from the shop's catalog in posts and stories. Instagram says this feature is only available in the US.
Keep the link itself trusted
A store link only works if the platform shows it and the shopper trusts it. A link page on a domain with a long, clean history is less likely to be flagged than one on a brand new domain. ItsMyLinks has been online since 2005, gives you one free page with unlimited links and social buttons, and puts no ads between your shoppers and your store. Setup at itsmylinks.com/join takes about a minute, with no card.
Frequently Asked Questions
Should my link in bio go to my homepage or a product page?
Usually a product or collection page. Send people to the page that matches the post they just saw. Use the homepage only when the post is about your brand in general rather than something you sell.
Can I sell directly from a link in bio page?
Some tools add a checkout to the link page, but if you already have a store, let the link page route shoppers to it. Your own checkout keeps orders, customers, and reporting in one place.
How do I know which bio link made a sale?
Add UTM parameters to each store link, with a different utm_source per platform and a different utm_content per link. Your store analytics can then show which source and campaign each visit or sale came from.
How many store links should be on my link page?
Enough to cover what you are promoting now plus your full shop and support pages, and few enough that the first link stays visible on a phone without scrolling. Cut anything tied to an offer that has ended.
Can Instagram add a shop button to my profile?
In the US, if your shop runs its own Instagram account with a shop, you can accept its request to link to your personal profile, which adds a View shop button. Outside that setup, your bio links are the way to send people to your store.