Instagram has become one of the most important places for online shopping today.
Just behind TikTok and Facebook, it ranks as one of the top channels where people discover and buy products.
Today, around 70% of Instagram users shop through Instagram in some way, by browsing products, tapping on tags, or completing a purchase. Infact, the daily interaction hit 200 million users engaging with shopping posts or business profiles.
In 2024, Instagram commerce generated about $37.2 billion dollars in revenue. This was driven by Instagram’s shopping features like Checkout and Live Shopping.
This report provides detailed Instagram shopping insights, covering how users engage with brands, their shopping behavior, demographics, spending trends, and more.
Let’s quickly get into the details.
Key Instagram Shopping Statistics (2026)
- More than 2.1 billion of Instagram’s users actively shop on the platform every month.
- Around 200 million Instagram users interact with shopping posts or visit business profiles daily.
- 83% of Instagram users actively search for new products and brands on Instagram.
- 90% of Instagram users follow at least one business account on the platform.
- In the United States, 42% of social media users report having purchased at least one product via Instagram.
- Instagram generated about $37.2 billion in social commerce revenue in 2024.
- Approximately 62% of businesses achieve positive ROI through their Instagram strategies.
Number of People Shopping on Instagram
Over 70% of Instagram users shop actively on the platform.
Instagram has over 3 billion monthly active users, and more than 70% of them shop on the platform in some way. That works out to around 2.1 billion users using Instagram to browse products, tap on shopping features, or make purchases.
On average, around 200 million Instagram users interact with the platform’s shopping posts or visit a business profile daily.
83% of Instagram’s users say they search for new brands and products on the platform. That means most people are not just scrolling for entertainment; they are actively looking for things to buy or at least considering them.
Moreover, 61% of users have discovered a new product or brand they now use regularly through Instagram.
(Source: CapitalOne Shopping, Statista)
Behavioural Statistics of Instagram Shoppers
Most shopping activity on Instagram begins with discovery rather than a direct intent to buy. Nearly 50% of users find new brands, products, or services simply by scrolling through their feed.
People come across products through their feed, Reels, Stories, Explore page, and influencer content while they are browsing normally.
Moreover, users often follow brands, creators, and niche pages that match their interests, so their feed naturally becomes a mix of entertainment and product ideas.
Here is how consumers are interacting with the Instagram shopping trends:
- People are 1.5 times more likely to enjoy branded creator content on Instagram compared to other platforms.
- Creators have a strong influence on what people decide to check out and buy. About 78% of consumers say that creators help them discover new brands.
- Whenever content is considered “share-worthy,” 86% of consumers say they would purchase, try, or recommend the product.
- Moreover, 54% of users describe Instagram’s shopping experience as convenient and easy to use, helping reduce barriers between product discovery and actual purchase.
(Source: Instagram)
User Engagement With Brands
Most Instagram users are already connected to brands in some way. About 90% of people on Instagram follow at least one business.
Instagram is also a strong driver of off-platform traffic and sales. 50% of users have visited a website to buy something after seeing it in Stories, which means many shopping journeys start on Instagram even if the final checkout happens elsewhere.
Consumers use Instagram not just to browse but also to check details before buying. Each month, around 5.6% of consumers search for product reviews on Instagram each month, looking at captions, comments, and creator content to understand whether something is worth it.
When it comes to direct sales, about 4.6% of consumers make purchases on Instagram each month. While that may seem like a small share, at Instagram’s global scale it represents 138 million of active buyers.
In fact, 42% of social media users in the U.S. have bought at least one product through Instagram.
Additionally, around 70% of users say they either like or don’t mind video ads.This matters as Reels, Stories, and other short-form videos continue to play a bigger role in how products are discovered and promoted on the platform.
(Source: Instagram)
How Much Consumers Spend While Shopping on Instagram
Around 40.1% of Instagram shoppers spend more than $200 each year through the platform. That is equivalent to 1.2 billion users. This means that at least $240 billion worth of goods are sold through Instagram’s Shop each year.
Instagram Consumers Demographics
Instagram’s consumer demographics show that the platform is still strongest with younger users, but it now reaches a wide mix of ages, genders, and regions. This mix is a big reason why Instagram works so well for shopping and brand discovery.
Instagram Shopping Usage by Gender
51% of Instagram shoppers are female, while 47% are male. It’s a 4% gender gap, which is not quite huge, at least for now.
| Gender | % of Social Media users Shop on Instagram |
|---|---|
| Male | 47% |
| Female | 51% |
| Other | 2% |
Instagram Shoppers by Age
Those aged 25 to 34 years make up about 33% of Instagram’s user base, followed closely by 18 to 24-year-olds at 31.6%, and these age groups are highly engaged with Instagram shopping features.
These are the users most likely to be browsing, saving, and buying products regularly.
Users aged 35 to 44 represent 18.3% of the user base. They may have slightly different shopping habits, but they still form an important share of Instagram shoppers and often have higher spending power.
Instagram Shoppers By Generation
Instagram shopping is most popular among younger users, especially Gen Z and Millennials.
Gen Z leads the way, with 70% of them actively engaging in Instagram shopping, followed by 63% of Millennials.
Among Gen Z, 44% rely on Instagram to follow brands and research products.
Gen Z users browse products on Instagram at a 22.3% higher rate than other generations, showing just how central the platform is to their shopping habits.
In the U.S., about 46.1% of consumers born between 1997 and 2012 (Gen Z) use Instagram each month to browse or buy products.
Among Millennials (born 1981–1996), 37.7% shop on Instagram each month. Gen X (born 1965–1980) follows with 18.5%, while only 2.1% of Boomers (born 1946–1964) do the same, highlighting the clear generational gap in social shopping behavior.
Here is how Instagram shopping is popular among different generation is the United States:
| Generation | Instagram Shopping in the US |
|---|---|
| Gen Z | 46.1% |
| Millennials | 37.7% |
| Generation X | 18.5% |
| Baby Boomers | 2.1% |
If you look at who has bought at least once, Gen Z again comes out on top. About 49% of Gen Z social media users have purchased at least one product using Instagram, compared with 46% of Millennial social media users. Among older groups, 36% of Gen X social media users and 14% of Boomer users have purchased a product using Instagram.
Globally, the trend remains similar. Around 57% of Gen Z and 48% of Millennials have made Instagram purchases, compared to 36% of Gen X and 24% of Boomers.
(Source: Instagram, CapitalOne Shopping)
Instagram Shopping by Country Statistics
Portugal and Spain are at the very top, with 57% of consumers in each country having bought something through Instagram.
Right behind them is Sweden, where 51% of consumers have purchased via Instagram. Germany and the Netherlands follow at 48% each, showing that nearly one in two consumers in these countries are using Instagram as a shopping channel.
Below data suggests the share of consumers in each country who purchased a product on Instagram:
| Country | % of users shop on Instagram |
|---|---|
| Portugal | 57% |
| Spain | 57% |
| Sweden | 51% |
| Germany | 48% |
| Netherlands | 48% |
| Norway | 47% |
| Italy | 47% |
| Belgium | 44% |
| France | 43% |
| United States | 42% |
(Source: Statista)
Instagram Shopping in the United States
42% of social media users in the United States say they have purchased at least one product using Instagram. Every month, about 21.9% of Americans use Instagram to browse or purchase products. That means more than one in five people are actively in “shopping mode” on the app on a monthly basis.
Roughly 7% of Americans start their online shopping searches on Instagram, using it the same way they might use a search engine or marketplace.
Each month, around 5.6% of consumers search specifically for product reviews on Instagram.
Americans on Instagram are generally open to commercial content when it feels relevant.
Top Retail Brands on Instagram
Business accounts play a big role in what people watch every day. About one‑third of the most viewed Stories on Instagram come from business accounts.
The most‑followed retail brand accounts publish on average about 1.84 times per day from the time they first started posting.
Nike is the clear leader among retail brands on Instagram. Its main account, @nike, had around 298 million followers as of Jan 2026.
Victoria’s Secret holds the second spot with about 80 million followers, followed by fashion and luxury names like Zara, Chanel, Louis Vuitton, Gucci, Dior, H&M, and others.
Take a look at the top retail brand accounts by followers:
| Top Brands On Instagram | Followers |
|---|---|
| @nike | 298 Million |
| @victoriassecret | 79.9 Million |
| @zara | 62.3 Million |
| @chanelofficial | 59.8 Million |
| @louisvuitton | 55.9 Million |
| @gucci | 51.6 Million |
| @dior | 46.7 Million |
| @bmw | 43.3 Million |
| @mercedesbenz | 39.3 Million |
| @hm | 38.5 Million |
(Source: Instagram)
Instagram Shop Revenue
From a revenue perspective, Instagram Shopping now accounts for about 10% of overall Instagram revenue.
Instagram’s social commerce revenue reached approximately $37.2 billion in 2024, making it the second-largest social commerce platform globally after TikTok.
These figure tracks actual sales made directly through Instagram’s shopping features, including shoppable posts, Instagram Checkout, and product tags. While substantial, this represents a focused commerce channel rather than the platform’s total revenue picture.
The platform drives real commercial impact for brands. According to the report from Instagram, brands that use Instagram’s shopping tools are 15% more likely to report effective social strategies compared to those not using them.
Among the specific tools, Instagram Live Shopping and Instagram Shops report the highest ROI at 32% combined, demonstrating their effectiveness as sales channels..
Instagram Shopping Statistics for Business
62% of businesses report that they have seen positive ROI from their efforts on Instagram. This means Instagram not only engages users but also converts them into buyers.
Brands use sponsored content, ads, and tools like Shoppable Posts and Instagram Checkout to help users discover and buy products easily.
Shoppable posts alone now account for about 33% of brand content on Instagram, which shows how central shopping has become to business activity on the platform.
Moreover, adoption is also very high across the sectors. In the U.S., 86% of online retailers use Instagram, while 81% of online stores in the U.K. and 75% of German online stores are on the platform as well.
Small businesses are also using Instagram as a core sales channel. In the United States, about 40% of small businesses have adopted Instagram Shopping as part of their digital marketing and sales strategy. Plus, the Instagram’s shopping tools have also boosted purchase intent by about 20%
For some brands, Instagram has replaced traditional websites entirely. In fact, 41% of marketers say the brands they work with sell only through Instagram.
(Source: Instagram)
Most Popular Categories On Instagram Shop
When talking about the most shopped category, Fashion is by far the strongest category on Instagram.
Among the top 500 online shops in the U.S. for which social media usage was studied, 92% of those that mainly sell fashion products have a profile on Instagram.
The second‑strongest category is furniture and appliances. About 89.2% of the top 500 online shops in this space have a presence on Instagram.
Food and personal care products also have a strong foothold on Instagram. Around 81% of the top shops in this category are active on the platform. These brands often use short videos, recipe ideas, skincare routines, and “before and after” visuals to grab attention and build trust.
Here are the top categories on Instagram in the US where people shop the most:
| Category | % of Market |
|---|---|
| Fashion | 92% |
| Furniture and Appliances | 89.2% |
| Food and Personal Care | 81% |
| Toys and DIY | 79.4% |
| Electronics and Media | 75% |
(Source: Statista)
Final Thoughts
Coming to the conclusion, as we have seen, Instagram shopping is a massive shift in how people discover and buy products everyday.
With billions of users scrolling, tapping, and checking out right from their feed, brands that get it right are seeing real results, from higher sales to better ROI.
As we see, Gen Z and Millennials drive most of the action, top countries like Portugal hit 57% purchase rates, and that $37.2 billion revenue in 2024 shows it’s only growing.
So yes, for the future, we can expect that Instagram shopping will explode even more as features like AI recommendations, seamless checkout, and shoppable Reels get smarter.
