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If you love antiques, you’re familiar with the thrill of the hunt: wandering an antique mall, digging through a weekend market, or stumbling upon a bucket-list find at a fair. It’s as much about the experience as it is the find (ideally with a coffee and a Hulken in tow).
That same thrill can be found, without even leaving your seat, in a specific corner of the internet that still feels relatively under the radar: Instagram live sales. Think of them as modern-day televised sales, just like on QVC—but instead of mass-produced goods, you’re shopping for home decor with patina, soul, and a story. Just as influencers go live to share a haul or connect with their audience, some vintage shops on Instagram will go live to show off and sell their one-of-a-kind homewares through a live sale. It might feel intimidating to join one for the first time, but window shopping is actually encouraged. You’ll learn about all the incredible pieces being offered and connect with a community of interested folks, just as you might when attending an in-person auction.
Live sales offer a way to discover some of the best vintage decor finds out there, sourced by deeply knowledgeable, often female-owned small businesses, each with a distinct point of view. Some sellers source goods locally, while others import items from abroad—bringing home, say, French antiques and other hard-to-find pieces to shoppers who might not otherwise have access. (For my online store, Ça Marche Shop, I source both near home and from Europe.) Live sales are also a resource quietly tapped by interior designers and stagers who use them to source unique pieces for those enviable vignettes that no doubt fill your IG saved folder. Yes, Carley Page Summers has purchased from me, and yes, I was just as excited as you would be.
Instagram live sales are fast-paced, sometimes chaotic, and genuinely fun. Fair warning: Watching them is also very addictive. There’s a real sense of community—regulars who show up to every sale, familiar names in the comments, and shop owners who get to know their customers and form genuine friendships over time.
So how does it work? Here’s exactly how to shop an Instagram live sale. Get ready to become obsessed and jump in with confidence.
1. Have an Instagram account.
Seems obvious, but you’ll need to be logged in to join lives, comment, and claim items.
2. Follow shops that resonate with you.
Once you start following Instagram shops, you’ll quickly be exposed to more and more, often through live sale collaborations or the good ol’ algorithm learning what you like. Following accounts is an incredible way to support these small businesses, and engaging with their content really does mean a lot. You’ll start to see whose inventory you’re most drawn to—whether it’s a specific design style or certain types of pieces. Many shops offer an eclectic mix to appeal to a wider audience, while others have a more defined point of view. Some specialize in high-end antiques, others in more accessible vintage decor, and some focus on specific categories like art, small decor accents, or books. Don’t judge a shop by its follower count. Some of the best sources have smaller audiences; it doesn’t mean they aren’t bringing in incredible pieces.
I’ve included a (non-exhaustive) list of shops at the bottom of this story to help you get started. They are some of my favorite follows, many of whom have become friends.
3. Turn on notifications for their planned sales.
Most shops announce their live sales ahead of time, but the inventory can go quickly once the sale starts. Turn on notifications by clicking the bell symbol at the top right of a shop’s profile to ensure you don’t miss out. Ahead of a scheduled live, many sellers will also share previews of pieces they’re bringing via in-feed posts, Reels, or Stories, and some even offer pre-claims before the sale begins.
Other shops go live impromptu, so following them means you’ll either be alerted or spot them at the top of your feed when they do.
Not sure if a shop does live sales? DM them to ask! Many shops will also mention it in their bio or somewhere on their feed.
4. Look for lives at the top of your feed.
In the same spot where stories appear at the top of your Instagram feed, active lives show up with a gradient pink-and-orange circle around a shop’s profile photo. They’re usually positioned in front of (or to the left of) regular IG Stories—although Instagram can be glitchy sometimes and won’t always display active lives there. This is exactly why having notifications turned on for your favorite shops is so helpful. You can also tap directly into a shop’s profile to see if they’re currently live.
You can also join a live by logging onto Instagram from your desktop browser, but note: There’s usually a 20- to 30-second lag. So if you’re trying to claim something, that delay could unfortunately cause you to miss out.
5. Join the live sale.
To join, simply click the shop’s icon, similar to how you would view an Instagram story. Don’t worry, no one can see you! But here’s what you’ll see.
At the top left of the screen, there’s the title of the live sale. To the right of the title, there’s a small down-pointing arrow that allows you to view the other shops participating in the sale. From there, you can easily follow the other accounts if you aren’t already, and even click into their profiles to get a feel for their vibe. (Just note: Clicking another shop’s handle will automatically take you out of the live, so you’ll need to rejoin afterward.)
Next to the title and dropdown arrow, you’ll see a pink “Live” icon and an eye icon showing how many people are currently watching. Beside that is a “…” button, where you can view other accounts participating in or watching the sale, including the host and any additional shops selling in the live. You can also follow accounts directly from this section—including other viewers, if you’re making friends (fun!). And finally, at the top right of the screen, there’s an “X” to exit the live when you’re ready.
At the bottom right of the screen, you’ll see four icons. From left to right:
- Camera: This is where you can send a request to join the live as a seller. So don’t tap this button—it’s a feature intended for shops going live together, not for viewers joining the sale.
- Bubble with a question mark inside: This is the best place to submit requests to the seller, whether you’d like to see an item again, get a closer look at details, or ask if they happen to have a specific item you’re searching for. It’s generally better to place requests here rather than in the comment section, since comments move quickly and sellers can easily miss them.
- Paper plane: This is the share button, where you can send the live sale to a friend if you want them to join. You can also tag friends directly in the comments section by typing the “@” symbol followed by their handle.
- Heart: Tap this just to show the seller a little love and support throughout the sale.
6. Watch and engage—or just watch.
At the start of each live, the shop owner will typically introduce themselves and walk through key details like shop policies, how to claim, accepted payment methods, and their shipping window. They’ll also often pin a comment outlining all this so that anyone joining mid-sale can quickly get up to speed. Some sellers do a “solo live,” where they host the sale on their own, while others go live with another shop or in groups of up to four.
Next, the sale begins. Typically you’ll see the shop owner either holding items up to the camera while describing them or doing what’s called a “shelf scan” or “shop my shelves” setup, where the camera faces their available inventory rather than the seller directly. Many shops do a mix of both throughout a sale to give viewers a better look at items on the shelves (especially when requested, which happens often).
Real-time interactions between the buyer and sellers all take place in the comment section at the bottom of the screen. None of those people can see you, but if you choose to leave a comment it will show up there—alongside your handle—for everyone in the sale to read. If comments are blocking your view of an item, there’s a little trick for that: type the “@” symbol into the comment box—but don’t send it. The comments will temporarily drop down so you can get a better view of the item. When you’re ready for the comments to return, simply delete the “@.”
If it’s your first time, give yourself time to observe. Notice how quickly items move, how claims are called out, and how the seller manages multiple buyers. Some lives are fast and high-volume, others are slower and more conversational—understanding the rhythm makes it much easier to jump in. If you aren’t ready to make a purchase, that’s okay. Just hang out and see how it all goes down.
7. Claim an item.
Typically, sellers will describe an item, note any disclosures, and then state the price. Once the price is announced, claim the item by typing the price in the comments section (examples: “98” or “98 vase”).
Tip: Don’t include the “$” symbol, as that can sometimes cause your comment to be blocked. Occasionally your comment may still get blocked for seemingly no reason at all. There’s not always rhyme or reason to it. It can actually be helpful to stay somewhat chatty in the comments throughout a sale, as this may help ensure your claims remain visible.
Some sellers may ask you to claim using a letter, code word, or inventory number instead. Every shop runs this process slightly differently, so it’s worth reading their posted policies ahead of time (usually shared on their Instagram profile or website). If you can’t find them, just ask!
Note: Claiming is considered a commitment to purchase, so be sure you absolutely want the item—at the stated price—before you type. Backing out afterward isn’t fair to the seller and may affect your ability to shop future sales.
Standard Claims
The first person whose claim the seller sees on their screen (which may differ from what you see on your screen) gets the item. Sometimes you’ll see your comment appear first, but sellers have to go by what shows up on their screen. Backup buyers (i.e. anyone who tried to claim an item that came in second, third, etc.) are usually noted in case a sale falls through.
Claim-to-Bid
If multiple people claim an item, some shops may open bidding. If this happens, you may comment a bid in the comment section, and keep bidding if people outbid you. The shop-owner will usually do a countdown, and once it ends, they’ll ask anyone not bidding to type “bid end” in the comments to officially close bidding. The highest bid before “bid end” wins. Backups are also typically noted in the case of bidding.
Soft Bid Ends
When there is more than one bidder, some sellers opt for a less structured, lower-pressure format instead of a timed countdown. Those bidding are given the opportunity to continue increasing their bid until there is a clear last person standing. Bidders can drop out at any time by commenting that they’re “out,” “passing,” or similar. The final remaining bidder gets the item, and other participants are typically noted as backups.
Drawings
If there are a large number of claims, the seller may take a set number of names (e.g., first 10), enter them into a drawing, and randomly select a winner.
8. DM the seller your payment and shipping information.
Once you claim an item, be proactive! Follow the seller if you don’t already and send them a message letting them know you claimed. Include your shipping info and payment details (e.g., Venmo handle, PayPal username, or email, depending on their system). For higher-priced items, some sellers offer payment plans; ask if it’s not clearly stated.
Note: Most sellers have an all-sales-final policy, but if something arrives to you damaged, they’ll typically work with you to make it right. In my shop, I refund right away and handle the shipping claim on my end—I always ship items insured, and most sellers do too.
9. Pay your invoice promptly.
Some sellers use a one-part invoicing system, where the total price includes both the item(s) and shipping, while others use a two-part system, first invoicing for items claimed and then following up with a second invoice (or updating the original) for shipping once everything is packed.
In most cases, shipping is not included in the listed item price. Paying in a timely manner keeps things moving smoothly for everyone involved. Remember that Instagram shops are small businesses! Many sellers run their shops alongside full-time jobs and family responsibilities, so shipping times can vary—often 1–2 weeks, sometimes longer. If you need an item expedited, communicate that. Most sellers are happy to accommodate when possible.
10. Celebrate your find.
Once you receive your item, do a happy dance. Share it on Instagram and tag the seller. Sellers truly appreciate seeing their pieces in their new homes.
11. Don’t stop at live sales.
Many shops do feed drops—when a seller lists multiple items at once on their Instagram page—while others may post single items more sporadically on their feed. There are also story sales, where sellers share available pieces in a more casual, sometimes impromptu format. Many shops also have websites where you can shop anytime. (I do all of the above!) Don’t sleep on these as an opportunity to secure the goods. And if you’re looking for something specific, reach out to your favorite shops—many are happy to source pieces just for you.
12. Get started!
You can find my shop, and access my live sales, at @CaMarcheShop. The following 50+ other accounts are my favorite other sources for vintage home decor—and many of the shop-owners are my friends. Give them a follow.