Launch Instagram Shopping in a new Country

Feb 12, 2026

∙ Paid

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Product Strategy & Launch Interview Question -

How would you decide whether to launch Instagram Shopping in a new country?

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Framework:

Before analysis, get explicit scope and constraints so subsequent evaluation answers the right question.

Exactly which country (or set of countries) are we evaluating?
Different countries require different legal/partnership approaches.
What is the objective of the launch?
(e.g., maximise GMV, improve creator monetisation, grow ad ARPU, increase MAU/engagement)
What product scope is required at launch?
Discovery-only (tags, product stickers, linkouts), native checkout (in-app payments + fulfilment), or an ecosystem launch (catalogue API, merchant dashboard, creator affiliate program)?
What level of investment/risk tolerance is available? (small pilot vs. full product build)
Are we required to support local payment methods, cash-on-delivery, or only card/instant-payments?
What existing partnerships or assets do we have in the market (payments, logistics, merchants, regulators)?
What timeline and success metrics does leadership expect for “pilot success”?

Large existing discovery surface and social graph; organic product discovery can be high.
Native creator tools and influencer networks reduce friction in user acquisition for sellers.
Established ad platform and targeting capabilities increase merchant ROAS potential.
Re-using existing catalogue/ads infrastructure shortens build time.

Checkout depends on local payment rails, fraud detection and refunds operations.
SMB readiness varies: many merchants may not have structured catalogs, SKUs, or returns policies.
Trust/brand perception: In-app checkout adoption is lower where consumers prefer cash or trusted marketplaces.
Potential language/localisation needs across UX, legal copy, and support.

Social-first commerce tailwinds in many markets: the ability to convert impulse purchases.
Formalise and capture commerce currently transacted via DMs and informal channels.
New advertising products (shoppable ads) can grow ARPU and advertiser LTV.
Creator monetisation programs can increase creator retention and content quality.

Established local e-commerce players with logistics, payments, deep discounts, and consumer trust.
Regulatory risk: data localization, taxes, consumer protection laws, and import/customs rules.
Payment fraud and returns losses occur if risk controls are immature.
Lower-than-expected purchasing power or preference for offline purchase channels.

For each dimension, list data sources, KPIs, thresholds I would apply, and what they imply.