Instagram Shopping

The aspirational channel.

Instagram Shopping sits at the intersection of creator influence and visual brand discovery. Our surveys examine how Instagram's format shapes purchase behavior differently from TikTok — and where that distinction matters most for brands allocating across both platforms.

What our research examines

The questions we answer about Instagram Shopping.

Our consumer surveys ask the same questions across all four platforms — so the answers are directly comparable.

01
Consumer trust profile
How do buyers rate Instagram Shopping for purchase confidence? How does its trust profile compare to TikTok Shop, YouTube Shopping, and Pinterest?
02
Discovery and content
What content formats drive purchase on Instagram — brand posts, creator content, paid ads? How does this differ from TikTok's algorithm-driven discovery?
03
Category performance
Which categories do consumers prefer to buy on Instagram? Where does it lead, and where do other platforms win?
04
Consumer profile
Who is shopping on Instagram? How does the demographic and behavioral profile of Instagram buyers compare to TikTok Shop buyers?
05
Checkout and leakage
Where do Instagram Shopping purchases complete — in-app or off-platform? What drives consumers to leave before buying?
06
Trust signals that matter
What trust factors matter most to Instagram shoppers? How do secure payment, verified badges, and return policies rank vs creator recommendations?
Get the full data

Instagram Shopping benchmarked against all four platforms.

Full report — 1,000-person US consumer survey, platform-vs-platform benchmarks, no platform funding.

Get the Report — $995 → Free executive summary About our methodology