X Shop is the set of shopping tools on X (Twitter), and as of Nov 2026 X's Shopping Policy says it's only available to select merchants and managed partners. To qualify you need an X Premium, Premium Business or Professional Account that's public, you must be 18 or over, and your website needs clear contact, returns and shipping details plus a secure checkout.
X Shopping lets businesses show their products on X. The shopping presence covers Shop Spotlight, X Shops, Live Shopping and Dynamic Product Ads, all fed from one product catalogue. The policy was last updated on October 30, 2025, according to the page itself.
Who's allowed to sell
This is the bit most guides skip. X Shopping isn't open to everyone. The policy says the products are currently available to select merchants and managed partners, and the Help pages don't give an application form or a sign-up route. So if you can't see the option, that's probably why.
If you're one of the businesses that can get in, the policy lists these basics. You or your business mustn't be subject to US trade sanctions. You can't sell only products from the prohibited list. You must be 18 or older. Your account must be X Premium, X Premium Business or a Professional Account, and it must be public.
Your website checklist
X checks your website as well as your account. This is where small shops tend to fall down, because the policy wants every one of these visible on the site.
| Requirement | What it means in practice |
|---|---|
| Contact information | A clear phone number, email address, contact form or business address |
| Return or refund policy | Any timeframe and conditions, or a clear statement that you don't accept returns or refunds |
| Shipping policy | A clear policy that includes the expected shipping time |
| Secure checkout | Payments over a secure server, protected by SSL with a valid certificate |
| Correct product pages | Each listing links to the exact item's page on your site |
| Accurate prices | Priced in US dollars or your local currency, as applicable |
One line deserves its own sentence. X says it isn't involved in the purchase, sale or delivery of goods. You handle every order, delivery, customer service question, complaint and dispute, and you're responsible for following the law in your market. X shows the product; the sale is yours.
Products you can't list
The prohibited list is longer than people expect, and some entries surprise small businesses. As of Nov 2026 the policy bans:
- Adult or sexually explicit content
- Alcohol, including alcohol-infused foods and alcohol-branded merchandise
- Illegal and regulated goods, such as drugs, live animals, replicas and unauthorised ticket resale
- Employment, business and income opportunities, including job postings, multi-level marketing, affiliate schemes and paid surveys
- Financial instruments, including NFTs, cryptocurrency and gift cards
- Fundraising and donations
- Gambling, although playing cards and dice for ordinary games are allowed, and in the US some gambling may be permitted with restrictions through an X sales representative
- Health, medical and therapeutic products, including vitamins, weight loss supplements and treatments
- Malicious hardware, such as hacking tools
- Selling likes, followers or fake accounts
- Political content and election merchandise
- Tobacco, e-cigarettes and vapes
- Unsafe or harmful products, such as fireworks and recalled items
- Weapons and weapon accessories
Vitamins, supplements and gift cards are the ones I see catching people out. A wellness brand or a shop that sells vouchers would need to leave those products out of the catalogue.
There are conduct rules on top of that. No counterfeit or pirated goods, no products that legally need proof of age, no listing another business's products from its domain without permission, no deceptive before-and-after claims or pricing, and no impersonation. The quality standards also rule out disruptive landing pages, excessive capitals and symbols, and clickbait.
Product catalogue limits in X Shopping Manager
X Shopping Manager is where merchants are onboarded and catalogues are managed. You upload a CSV file manually, up to 100 MB, or send a scheduled feed of up to 8 GB. These are the required fields and their limits.
| Catalogue field | Limit or rule |
|---|---|
| id | Up to 100 characters. Use the SKU if you can. If the same id appears more than once, all of those items are ignored |
| title | Up to 150 characters, and it should match the product name on your product page |
| description | Up to 5,000 characters of plain text, with no HTML |
| availability | In stock, available for order, preorder, out of stock or discontinued |
| condition | New, used or refurbished |
| price | A number, a space, then the three-letter ISO currency code, with a full stop as the decimal point |
| link | The product's own page, starting with https or http |
| image_link | JPG, GIF, WEBP or PNG, at least 500 x 500 px, up to 5 MB, square recommended |
| brand, gtin or mpn | At least one of the three, each up to 100 characters |
The duplicate id rule is the sneaky one. If you export a catalogue where two variants share an id, X doesn't pick one; it ignores every instance. Give each variant its own id and group variants with item_group_id. One more: if you change a product image, it needs a new URL or the image won't update.
Shop Spotlight in plain words
Shop Spotlight is a carousel of your products at the top of a Professional profile. Shoppers scroll through, tap a product and buy it in an in-app browser without leaving X. The Professional Accounts page says it's currently available to some qualifying accounts, so even inside the shopping programme it isn't guaranteed.
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X can enforce the policy by pausing or removing your access to Shopping, Professional features, ads or X itself, hiding or removing content, and limiting how far your account is recommended to people who don't follow you.
What I'd do if you sell online
I'd start by fixing the website checklist, because it's the same list any marketplace or ad platform will want: contact details, returns, shipping times and a secure checkout. Then I'd clean the catalogue so every id is unique and every description is plain text.
Skip chasing X Shop if most of your range sits in a prohibited category, or if X isn't where your buyers are. For paid reach on X, X Ads Manager is open to far more businesses. If you're deciding whether to pay for a subscription first, my take on whether X Premium is worth it helps. And if you also sell on Meta, setting up a Facebook Shop is a useful comparison.
If you sell products and want social selling to feed a joined-up marketing system, that's the kind of set-up I help businesses plan. I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
Can anyone sell on X Shop?
No. As of Nov 2026 X's Shopping Policy says its shopping products are only available to select merchants and managed partners, and the Help pages don't give a public way to apply.
What account do I need for X Shopping?
An X Premium, X Premium Business or Professional Account, and it must be public. You also need to be 18 or older and not subject to US trade sanctions.
Does X handle orders and refunds?
No. X says it isn't involved in the purchase, sale or delivery of goods. Merchants handle orders, deliveries, customer service, complaints and disputes.
Can I sell supplements or gift cards on X Shop?
No. Vitamins, weight loss supplements and treatments fall under health products, and gift cards fall under financial instruments, both on the prohibited list.
What happens if two products share the same id in my catalogue?
X Shopping Manager ignores every instance of a duplicated id, so none of those items show. Give each item its own id, ideally the SKU.
