For a Shopify store, the link in your Instagram or TikTok bio does a lot of work: it's where followers go when a post makes them want to buy. This guide covers what a good link in bio for Shopify looks like, how to set one up, what to measure, and the mistakes that quietly cost sales.
Why a Shopify-aware page beats a plain link list
A plain link list is a stack of buttons: "Shop", "New in", "Sale", "Newsletter". It works, but every button is a guess about what your follower wants, and none of them shows a product.
A page that reads your Shopify store can do more:
- Show products, not labels. A follower who saw a dress in a Reel wants to see that dress, with its photo and price, not a button that says "Shop".
- Stay right by itself. When a product sells out or a price changes, a page connected to Shopify can update. A hand-made list keeps pointing at whatever you typed last month.
- Keep the tap short. One tap on a product should open that product in your store. Every extra step between the bio and the product page is a place where people give up.
- Tell you what worked. When every link carries tracking, you can see which products and posts bring visits and orders, instead of guessing.
Setup checklist
- Pick what goes first. Put best-sellers and the current drop at the top. That's what your latest posts send people looking for.
- Add your collections. They let people browse without leaving the page for your home page.
- Match your brand. Use your logo and brand colours so the page feels like your store, not a third-party tool.
- Link your socials. Add your Instagram and TikTok handles so people who land from one can find the other.
- Check sold-out behaviour. Mark a test product as out of stock and see what the page does. It should never lead followers to something they can't buy.
- Tag every link. Add UTM parameters to each link so your analytics can tell your bio traffic apart from everything else (see below).
- Test on a phone, inside the apps. Open your bio link from Instagram and from TikTok, not only in a desktop browser. That's where your followers see it.
- Put the link everywhere. Bio, story highlights, captions for new drops, QR codes on packaging.
What to measure
UTMs on every link
UTM parameters are tags added to a URL that tell your analytics where a visit came from. Google's documentation describes the main ones: utm_source for the referrer, utm_medium for the marketing medium, utm_campaign for the product, slogan or promo, and utm_content to tell apart two links in the same place.
For a bio page, a simple scheme is enough: utm_source=instagram or tiktok, utm_medium=bio, and utm_content set to the product or link name. Keep the names consistent, or your reports split one source into three.
In Shopify, the Sales attributed to marketing report includes sales from externally managed efforts that use UTM parameters, so tagged bio links show up next to your other channels.
Clicks per product and per link
Clicks tell you what your followers want before they buy. If a product gets clicks but no orders, look at its product page, price or stock. If a link gets no clicks, move it down or remove it.
Orders from the bio link
This is the number that matters. Compare orders from the bio link week by week, and around each post or drop, to see which content actually sells.
Mistakes to avoid
- Linking only to your home page. Followers came for a specific product. Make them hunt for it and many won't.
- Showing sold-out products at the top. The first thing a follower sees should be something they can buy.
- Letting the page go stale. Old prices, deleted products and last season's drop make the whole store look neglected.
- Untagged links. Without UTMs, bio traffic can end up mixed with other visits and you can't tell it apart.
- Too many buttons. Ten links with equal weight means nothing stands out. Lead with products, keep the rest short.
- Leaving no way to the rest of your catalogue. A bio page shows a selection, not your whole store, and some integrations keep that selection small. Linktree's help center, for example, says you can add up to six products from your Shopify store. Whatever the limit, link your collections so followers can reach everything else. More on that in Linktree Shopify product limit.
If you used Shopify's Linkpop, see what to use instead of Linkpop.
How Bioshelf handles it
Bioshelf is a link-in-bio page for Shopify stores, launching soon on the Shopify App Store. Here is how it handles the checklist.
- It builds itself. On install, your page is built in under 30 seconds from your store's theme (logo, brand colours, social links), your best-sellers of the last 60 days and your collections.
- It never goes stale. When stock, a price or a product changes, the page updates within seconds. Sold-out products show "Sold out" and move to the end of the grid.
- Room for your best-sellers. A page shows up to 12 products, starting with your best-sellers. Collections lead to the rest.
- Short path to buy. Each product card opens the product page in your store.
- Tagged links. UTM parameters are added automatically to every link to your store.
- Your call on the details. From the Shopify admin, reorder, hide or pick products and collections, add links, text and buttons, choose one of 6 themes, check the live preview, then publish or unpublish.
- Server-rendered. The page is server-rendered with no JavaScript by default, and lives at yourstore.bioshelf.co.
Measured. Meta and TikTok pixels (behind a consent banner), click counts per product and per link, and orders attributed to your bio link.
One plan: $14/month, everything included, with a 7-day free trial. There's no free plan. Questions go to hello@bioshelf.co, and a person replies within a few hours, EU daytime, Monday to Friday.
Sources
- Google Analytics Help - URL builders and UTM parameters, checked on 26 September 2026
- Shopify Help Center - Marketing reports, checked on 26 September 2026
- Linktree Help Center - How do I display my Shopify products on my Linktree?, checked on 26 September 2026