How Many People Use Instagram Shopping

How Many People Use Instagram Shopping in 2024? 130 Million!

Published on: September 25, 2023
Last Updated: September 25, 2023

How Many People Use Instagram Shopping in 2024? 130 Million!

Published on: September 25, 2023
Last Updated: September 25, 2023

Quick Answer 🔍

How many people use Instagram shopping in 2024?

Over 130 million people use Instagram shopping.

Today, we will examine Instagram shoppers, their habits on the platform, how easy Instagram has made it for ecommerce, and how it all impacts the potential for brands, businesses, and marketers. 

While you don’t need to be in marketing or own a business for this article to be interesting, it does hold some Instagram shopping statistics you may need to create a marketing plan.

Let’s see how many people use Instagram shopping in 2024.

How Many People Use Instagram Shopping in 2024?

The figures show that 130 million people tap on an Instagram Shopping post and engage with Instagram Checkout every month. 

Out of the 2 billion Instagram monthly active users (MAUs), a large percentage use the platform weekly and could potentially interact with Instagram’s Shopping tags and the Shop tag features. 

Instagram saw an opportunity for engaging online shoppers, so they added features that made things easier for shoppers.

At the same time, the platform also made it easier and faster for brands and businesses to get shoppers. 

Since the start of Instagram Shopping, there have been shopping features all over IGTV, and now they are putting these features on Reels.

All this really got a good boost during the COVID-19 pandemic. 

People couldn’t go out and shop as much, so they turned to online shopping.

Instagram took advantage of this opportunity by helping shoppers and businesses come together. 

What Instagram Shopping Features Are Available?

Instagram Shopping

Instagram Shopping is a group of features used by businesses and brands to connect with the 44% of Instagram users that engage with shopping on the platform.

The following e-commerce features are available on Instagram. 

  • Instagram Checkout
  • Instagram Shopping Tab
  • Instagram Live Shopping
  • Shopping Sticker on Instagram Stories
  • Products Tags in Posts 

Instagram Checkout

Instagram Checkout is for approved Instagram Shops to streamline the checkout process for their customers.

In 2020, Instagram waived the 5% selling fee per shipment for the year.

Now, you will pay 5% or a flat fee of $0.40 for shipments that cost $8.00 or less. 

Instagram Shopping Tab

The newly redesigned homepage features the new Shopping tab where users can browse Instagram Shops and explore their brand’s featured products.

As a brand, you can use this for showcasing and selling physical products.

Instagram Live Shopping

Live shopping is quickly becoming very popular on Instagram.

While not all businesses are eligible to sell products directly through IG Live Shopping, those who are, allows users to make purchases in real-time as they are watching the live stream.

This is done through the product tag feature. 

Shopping Sticker on Instagram Stories

Once a person has an approved Instagram Shop, promoting products is the next step to getting noticed and getting sales.

Shopping stickers allow you to sell products in Instagram Stories.

You can create a shoppable IG Story by uploading a picture of your product, choosing the shopping sticker from the stickers library, selecting a product tag, placing the product tag where you want it, adding the “swipe up” arrow, and sharing your IG Story. 

Products Tags in Posts 

Product tags play a role in making posts shoppable on Instagram.

This is a feature used to streamline sales for buyers.

It helps them discover products and then by clicking the tag, they can complete their purchase. They never have to leave the app. 

Product tagging starts by going to your IG app and tapping the + icon. Next, choose a product video or image from your phone.

Use the post settings to select “Tag Products” and tap on the image where you want to add the tag, input the name of the products you are tagging, and Share to publish your post. 

As Instagram Shopping evolves, adds, and enhances their shopping features, more people will likely be shopping right from the Instagram app.

What Are Some Tools Used for Instagram Shopping?

There are also several tools for shoppers to help them make buying decisions on products they have discovered. 

  • Virtual “try on” for products, which is especially popular for makeup. 
  • Carousel posts where you can add up to 20 products to showcase.
  • Instagram Guides to share tips and recommendations.

These are just three of the tools you can use to boost engagement and sales on Instagram Shopping.

Using the tools that are best suited to your business and products will boost engagement and revenue In turn, it helps people find what they want when they want it.

These options will likely increase how many people use Instagram Shopping, changing the face of retail over the coming years. 

What Does It Take to Partake in Instagram Shopping for Sales?


While any Instagram user can shop on the platform, not all users are eligible to sell on Instagram. 

Instagram has some pretty strict requirements to meet to get set up with its shopping features. 

The restrictions aren’t meant to keep people from selling on the platform.

They are for making sure the only genuine ecommerce brands and retailers are using it. The policies are also there to protect Instagram users. 

Some of the requirements you need to meet include:

  • First, your business must be in an “approved market”, which means in one of over 40 countries. This includes the US, Canada, Puerto Rico, Ireland, United Kingdom, Netherlands, France, Germany, Spain, and Italy. 
  • The products you sell must be in compliance with Instagram’s commerce policies. 
  • Your Instagram account must be a business account.

There are more requirements, but these are the top ones. 


Now you know how many people shop on Instagram in 2024 accounts for over 130 million users who engage with shopping tags and Instagram Checkout.

As a business or brand, this is significant, especially if you’re not already taking the steps to do business on Instagram.


Hootsuite BlogInstagramInstagram Business Requirements
LaterLaterNeal Schaffer

Stay on top of the latest technology trends — delivered directly to your inbox, free!

Subscription Form Posts

Don't worry, we don't spam

Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.