Do I need a company to sell on Instagram in Norway?

Not to get started. If you sell regularly to make money, it's a business, and the profit goes on your tax return. Many register a sole proprietorship once sales take off.

Can customers cancel when they buy by DM?

Usually, yes. Selling by DM is distance selling, and customers have 14 days to cancel, with exceptions such as pieces made to the customer's own measurements or personalised for them, and goods that spoil quickly.

What's the difference between selling by DM and in a shop?

In DMs you agree everything with each customer. In a shop the customer pays before you ship, shipping is worked out for them, and every order sits in one list.

Guide for Instagram sellers

From DMs to an online shop

If you sell regularly on Instagram to make money, it's a business, and selling by DM is distance selling under the same rules as an online shop. A shop takes payment before you ship, keeps track of what's sold, and gives you one link for your bio.

Regular sales are business income and go on your tax return
VAT from NOK 50,000 in sales over 12 months
Customers usually have 14 days to cancel, DM sales included
One link in your bio instead of sorting payment in every DM

Try it free for 30 days Book a demo

Then from €25/mo excl. VAT. No lock-in, and we'll be in touch before your trial ends.

Last checked 16 October 2026

What applies as you grow

1Business and taxIf you sell regularly to make money, it's a business, and the profit goes on your tax return. Most start as a sole proprietorship (enkeltpersonforetak). Ask an accountant if you're unsure.
2VATOnce sales pass NOK 50,000 in 12 months, you register in the VAT Register and add VAT to your prices.
3Cancellation and informationSelling by DM is distance selling. Customers usually have 14 days to cancel, and must be told who you are, the price including shipping, and how to cancel.
4Rules for what you makeIf you make food, cosmetics or ceramics for food, Mattilsynet's rules apply on Instagram too. Find the guide for your trade.

A shop alongside Instagram

In DMs you agree price, shipping and payment with each customer, and keep track of it all yourself. In a shop the customer chooses, pays by card before you ship, and the order lands in your order list.

Instagram is still where customers find you. The link in your bio goes to your shop, and you can share a link to a single product in a story or a DM.

Setting up your shop

1Start with your Instagram handleClick «Try it free for 30 days», add your @handle and a few words about what you sell. Have a website? Paste that instead.
2Watch the shop being builtIt usually takes 2–10 minutes. Nothing goes live until you say so.
3Add your productsUpload the photos you already use, and set a price on each product.
4Turn on payments and put the link in your bioCustomers pay by card or Vipps, through Stripe. You try Humryk free for 30 days, with no card, and we take 0% of your sales. Stripe charges a fee per payment.

Common questions

Do I need a company to sell on Instagram in Norway?: Not to get started. If you sell regularly to make money, it's a business, and the profit goes on your tax return. Many register a sole proprietorship once sales take off.
Can customers cancel when they buy by DM?: Usually, yes. Selling by DM is distance selling, and customers have 14 days to cancel, with exceptions such as pieces made to the customer's own measurements or personalised for them, and goods that spoil quickly.
What's the difference between selling by DM and in a shop?: In DMs you agree everything with each customer. In a shop the customer pays before you ship, shipping is worked out for them, and every order sits in one list.

Try it on your own business

Try it free for 30 days, with no card. We help you move products and customers, and you can keep your old shop running until you're ready.