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.
This means 70% of Instagram’s active users engage with its shopping features.
(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’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, Predis.ai)
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.
- Whenever the content is deemed share-worthy on Instagram, 86% of the consumers will purchase, sample, or recommend the product.
This brings out the importance of interesting and sharable content which can go a long way in shifting the behavior of consumers. Marketing content is meant not only to attract the consumer but also to encourage them to share, which makes share-worthy content valuable in marketing processes.
(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.
- 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.
- 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, Predis.ai)
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: Predis.ai, 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 and Appliances category.
Instagram Stores Market Share
| Category | Market |
| Fashion | 92% |
| Furniture and Appliances | 89.2% |
| Food and Personal Care | 81% |
| Toys and DIY | 79.4% |
| Electronics and Media | 75% |
(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 |
Social Commerce Revenue 2024
Instagram is projected to generate approximately 37.2 billion U.S. dollars in revenue in 2024 through social commerce.
Although it is a significant amount, it is lower than the revenue figures for leading Chinese platforms like Douyin (198.8 billion) and WeChat (151.7 billion). Facebook and Instagram together are expected to earn a combined total of about 94 billion dollars in social commerce revenue, which is still less than Douyin or WeChat individually.
(Source: Statista)
Facts You Should Know About Instagram Shopping
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.
How do I enable shopping on Instagram?
To enable shopping on Instagram, go to your business profile, tap the menu icon, select “Settings,” then “Business,” and tap “Shopping.” Connect your product catalog, and once approved, you can start tagging products in your posts and stories.
