Instagram Shopping Statistics: Usage & Growth (2024)

As of 2024, Instagram has a staggering 1.4 billion users worldwide, with projections indicating a 26 percent growth over the next four years. Its appeal is powerful among Gen Z and millennials, who constitute six out of ten users. Known for their tech-savviness and penchant for online shopping, they actively engage with shopping posts on the platform.

In October 2017, Instagram launched Instagram Shopping, turning the platform into a dynamic e-commerce channel. In 2024, Instagram’s social commerce revenue is estimated to exceed 37 billion U.S. dollars.

Let's take a look at some crucial insights about Instagram Shopping in this post.

Instagram Shopping Statistics (Editor Picks)

  • Over 1.7 billion people use Instagram for shopping.
  • 83% of users look for new brands and products on Instagram.
  • 90% of Instagram accounts follow at least one business.
  • 70% of users have purchased from a brand’s shoppable Instagram post.
  • 41% of marketers use Instagram shopping features exclusively.

How many people use Instagram shopping

  • Over 1.72 billion people use Instagram to shop, browse products, or interact with brands.

Which means 70% of Instagram's active users engage with its shopping features.

Instagram Shopping Users

(Source: Statista)

Instagram User Growth

  • From 2020 to 2021, Instagram saw a growth of 170 million users, and although the pace slowed slightly, it continued to grow by 70 million users annually until 2023. By 2024, Instagram is expected to grow by another 40 million users.

Instagram Shopping Demographics

  • Instagram’s shopping features have become popular among businesses and consumers, with over 130 million users clicking on product tags monthly. This indicates a strong trend towards shopping on Instagram, as users are increasingly looking to the app not just for inspiration, but also for making purchases.

(Sources: Backlinko, Capital One Shopping)

Instagram Shoppers Demographics

  • Instagram shopping is popular among Gen Z consumers (70%) and millennial consumers (63%).
  • Instagram users consist of approximately 51.8% male and 48.2% female.
  • Those aged 25 to 34 years, make up 27.4% of Instagram's user base, followed by the 18 to 24-year-olds at 25.1%. These age groups are highly engaged with Instagram shopping features.
  • Additionally, 35 to 44-year-olds represent 18.3% of the user base, and while they may have different shopping habits, they still constitute a significant portion of Instagram shoppers.

(Sources: Hostinger,

Instagram Shoppers Behaviour Statistics

  • 90% of people on Instagram follow at least one business, which highlights the platform’s popularity and influence in connecting businesses with potential customers.
  • 50% of people surveyed by Instagram have used the platform to discover new brands, products, or services.
  • 130 million Instagram's daily active users make purchases on the platform. This is because of the convenience of e-commerce trading, where users can access product catalogs online and make purchases with just a click.
  • 50% of Instagram users have visited a website to buy a product or service after seeing it on the business' Instagram Stories.
  • 83% of Instagram users actively use the platform to search for and discover new brands and products.

(Sources: Instagram for business, Capital One Shopping)

Instagram Shopping Statistics for Business

  • In the United States, 40% of small businesses, have adopted Instagram Shopping as a part of their digital marketing and sales strategy.
  • Posts on Instagram Shopping experience a click-through rate that is 25% higher when compared with the click-through rate of traditional advertisements
  • Instagram Shopping accounts for 10% of overall Instagram ad revenue.
  • Marketers who use Instagram's shopping tools are 15% more likely to say their Instagram strategy was effective than those who don't. Of the shopping tools, Instagram Live Shopping and Instagram Shops have the highest ROI at 32% (combined) and are the most leveraged.

Which Instagram Shopping Tool Has The Highest ROI_ (Top 6)

  • According to 41% of Instagram marketers, the majority of the brands they collaborate with rely solely on Instagram’s shopping features, opting not to maintain an independent website.The remaining 59% of marketers report that the brands they partner with utilize a combination of Instagram’s shopping tools and their dedicated websites to conduct their online business.
  • 83% of Instagram marketers say they have worked with a brand that launched a product exclusively on Instagram and 59% say launching exclusively on Instagram is better than launching elsewhere.
  • As per a survey among 500 Instagram marketers, 57% said that Instagram Shopping tools' increased product discoverability is the biggest benefit of the platform while 50% agreed that it provides a simplified shopping experience.

what are the biggest benefits of using ig shopping tools_

  • The introduction of the shopping feature on Instagram has resulted in a 20% increase in purchase intent.
  • Over 54% of users find the shopping experience on Instagram user-friendly and convenient.

(Source: Hubspot, Wifi Talents,

Instagram Shop Usage Stats

  • On average, major brands post on Instagram 1.56 times every day. Frequent posting is important for maintaining a consistent presence on Instagram to keep followers informed and interested.
  • According to a survey by Instagram, 44% of people use the platform to shop weekly by using features like Shopping Tags and the Shop tab.

(Source:, Instagram)

Instagram Shop Market Share

  • Among the top 500 online shops on Instagram in the U.S., 92% primarily sell products in the Fashion category, while 89.2% focus on the Furniture & Appliances category.

Instagram Stores Market Share

Category Market
Fashion 92%
Furniture & Appliances 89.2%
Food & Personal Care 81%
Toys & DIY 79.4%
Electronics & Media 75%

Half of short form video viewers like watching comedy content

(Source: Statista)

Instagram Retail Brands Statistics

  • Nike is the most-followed retail brand on Instagram with 306 million followers, followed by Zara at 62 million followers.

Top 10 Most Followed Brands on Instagram

Brand Follower Count
Nike 306 million
Zara 62 million
Chanel 60 million
Louis Vuitton 56 million
Gucci 52 million
Dior 46 million
BMW 39 million
Mercedes-Benz 39 million
Prada 34 million
Apple 33 million

Facts You Should Know About Instagram Shopping

How effective is Instagram shopping?

Instagram Shopping is notably effective, with 87% of users influenced to make purchases after seeing products on the platform. Marketers enjoy a high ROI, and with 55% adopting its features in 2023, it’s clear that Instagram is a key player in e-commerce.

What percentage of Instagram followers buy products?

On Instagram, 26% of daily users, which translates to 130 million people, engage in purchases directly on the platform.

What percent of Instagram users reported making purchases?

A substantial 72% of Instagram users have reported making fashion, beauty, or style-related purchases after seeing something on the platform.

What is the most bought product on Instagram?

The most purchased product category on Instagram is Fashion, with a large number of the top 500 online shops in the U.S. specializing in this category.

<div class='toc'><ul><li><a href=#Instagram-Shopping-Statistics-(Editor-Picks)><b>Instagram Shopping Statistics (Editor Picks)</b></li><li><a href=#How-many-people-use-Instagram-shopping><b>How many people use Instagram shopping</b></li><li><a href=#Instagram-User-Growth><b>Instagram User Growth</b></li><li><a href=#Instagram-Shoppers-Demographics><b>Instagram Shoppers Demographics</b></li><li><a href=#Instagram-Shoppers-Behaviour-Statistics><b>Instagram Shoppers Behaviour Statistics</b></li><li><a href=#Instagram-Shopping-Statistics-for-Business><b>Instagram Shopping Statistics for Business</b></li><li><a href=#Instagram-Shop-Usage-Stats><b>Instagram Shop Usage Stats</b></li><li><a href=#Instagram-Shop-Market-Share><b>Instagram Shop Market Share</b></li><li><a href=#Instagram-Retail-Brands-Statistics><b>Instagram Retail Brands Statistics</b></li><li><a href=#Facts-You-Should-Know-About-Instagram-Shopping><b>Facts You Should Know About Instagram Shopping</b></li><p>  <a href=#How-effective-is-Instagram-shopping>How effective is Instagram shopping</p><p>  <a href=#What-percentage-of-Instagram-followers-buy-products>What percentage of Instagram followers buy products</p><p>  <a href=#What-percent-of-Instagram-users-reported-making-purchases>What percent of Instagram users reported making purchases</p><p>  <a href=#What-is-the-most-bought-product-on-Instagram>What is the most bought product on Instagram</p></ul></div>

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