Instagram Shop Fashion Market Outlook

According to our latest research, the Instagram Shop Fashion market size reached USD 15.2 billion globally in 2024, driven by the exponential adoption of social commerce and the increasing influence of digital platforms on consumer shopping habits. The market is expected to expand at a robust CAGR of 17.5% during the forecast period, projecting a market value of USD 50.2 billion by 2033. This remarkable growth is attributed to the seamless integration of shopping experiences on Instagram, which leverages visual storytelling and influencer endorsements to drive fashion sales across diverse demographics and regions.

One of the primary growth factors propelling the Instagram Shop Fashion market is the platform’s unique ability to blend social interaction with commerce. Instagram’s visual-first approach, combined with advanced AI-driven product recommendations and shoppable posts, has revolutionized the way consumers discover and purchase fashion products. The rise of micro-influencers and user-generated content has further amplified brand reach and authenticity, enabling brands to engage directly with highly targeted audiences. The convenience of in-app shopping, coupled with secure payment gateways and streamlined checkout processes, has significantly reduced friction in the buyer’s journey, fostering higher conversion rates and customer loyalty.

Another significant driver is the increasing penetration of smartphones and high-speed internet, particularly in emerging markets. As mobile devices become the primary gateway to digital experiences, Instagram’s mobile-centric design offers unparalleled accessibility and engagement. Fashion brands and retailers are capitalizing on this trend by optimizing their product catalogs for Instagram Shops, launching exclusive collections, and deploying real-time promotions to capture impulse purchases. The integration of augmented reality (AR) features, such as virtual try-ons, has further enhanced the online shopping experience, enabling consumers to make more informed purchase decisions and reducing return rates.

The evolving preferences of Gen Z and millennial consumers, who prioritize personalization, sustainability, and brand transparency, have also contributed to the market’s upward trajectory. Instagram’s robust analytics and targeting tools empower brands to deliver tailored content and product recommendations based on user behavior, preferences, and purchase history. Collaborations with eco-friendly and socially responsible brands have gained traction, resonating with socially conscious consumers and driving incremental sales. Additionally, the proliferation of direct-to-consumer (D2C) brands leveraging Instagram as their primary sales channel has democratized access to fashion markets, enabling smaller players to compete with established brands on a global scale.

From a regional perspective, North America continues to dominate the Instagram Shop Fashion market, accounting for the largest revenue share in 2024, followed closely by Europe and the Asia Pacific. The United States, in particular, has witnessed rapid adoption of Instagram Shops by both established fashion houses and emerging D2C brands, driven by high digital literacy and a mature e-commerce ecosystem. Meanwhile, Asia Pacific is poised for the fastest growth, fueled by a burgeoning middle class, rising disposable incomes, and a vibrant influencer culture. Latin America and the Middle East & Africa are also witnessing increased traction as brands localize content and payment solutions to cater to diverse consumer segments. This regional diversification highlights the global appeal and scalability of Instagram Shop Fashion as a transformative force in the digital retail landscape.

Product Type Analysis

The Product Type segment within the Instagram Shop Fashion market encompasses apparel, footwear, accessories, beauty products, and other fashion-related items, eac

According to Cognitive Market Research, the global Social Commerce Market size was USD 769485.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 32.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 307794.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 30.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 230845.56 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 176981.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 34.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 38474.26 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 15389.70 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.9% from 2024 to 2031.
The business to consumer (B2C) held the highest Social Commerce Market revenue share in 2024.

Market Dynamics of Social Commerce Market

Key Drivers for Social Commerce Market

The rise of social media is driving the growth of social commerce: The growth of social commerce is heavily influenced by the rise of social media and its increased usage on mobile devices. Social media platforms such as Facebook, Instagram, TikTok and WhatsApp have become major hubs for online shoppers. Customers are more likely to find and buy products directly from social media platforms than from traditional e-commerce websites since they spend more time on these channels.

For instance,

 5.24 billion use social media worldwide, as of January, 2025.Facebook remains to be the leading social media platform with over 3 billion monthly active users, followed by YouTube with 2.5 billion and Instagram with 2 billion monthly active users.
90% of consumers rely on social media to keep up with trends and cultural moments and nearly half of them interact with brands more often on social media platforms. 

(Source: https://backlinko.com/social-media-users)

https://sproutsocial.com/insights/social-media-statistics/#social-media-usage-statistics)

Advancements in Technology to Propel Market Growth: The Social Commerce Market has witnessed steady growth, driven by advancements in technology. Mobile technology has advanced significantly over the last ten years, and smartphones are now an essential part of people's everyday lives. Users are increasingly choosing to shop straight from their smartphones because to improved smartphone capabilities and internet connectivity, which has expanded mobile commerce. Additionally, more people are using smartphones due to rising disposable incomes, which ultimately enhances the social commerce market value environment.

Key Restraint for the Social Commerce Market

Growing concerns around data privacy restrict market growth: Concerns regarding privacy are hindering the expansion of social commerce, as individuals are reluctant to disclose financial or personal information on various platforms. The apprehension surrounding data breaches and potential misuse diminishes trust and affects transaction volumes. It is imperative for companies to implement secure and transparent practices in order to maintain user confidence and adhere to the growing data protection regulations globally.

Key Trends for the Social Commerce Market

The Emergence of Live Shopping and Influencer Commerce: Live shopping and promotions led by influencers are revolutionizing social media platforms into dynamic marketplaces. Consumers are increasingly placing their trust in the product reviews and recommendations provided by creators, which enhances both engagement and conversion rates. This phenomenon is particularly evident on TikTok and Instagram, where influencers conduct interactive shopping events that are directly connected to in-app purchasing.

AI-Enhanced Personalization and Intelligent Chatbots: Social commerce platforms are utilizing artificial intelligence to offer tailored product suggestions and efficient customer support. Intelligent chatbots deliver immediate assistance, thereby enhan...

Social commerce revenue in the United Kingdom is poised for significant growth, with Facebook leading the charge. By 2029, Facebook's social commerce revenue is projected to reach * billion U.S. dollars, showcasing the platform's dominance in the evolving digital marketplace. This trend reflects the increasing integration of shopping experiences within social media platforms, transforming how consumers discover and purchase products online.

Discover the booming social purchasing market! Explore its $60B+ valuation, projected high CAGR, key drivers, and challenges. Learn about top players & future trends in this dynamic sector. Get the insights you need to navigate this exciting landscape.

Meta is at the forefront of social media shopping in Germany, with estimates indicating that Instagram and Facebook combined will dominate ** percent of social commerce revenues in the German market in 2029. Forecasts suggest that Meta's position will continue to strengthen in the future. However, YouTube is emerging as a growing competitor in the shopping arena.

A 2025 survey of industry professionals in the United Kingdom (UK) found that social commerce is a valuable sales channel. Over the next two years, Facebook is thought to provide the best strategic growth opportunities among enterprise retailers, with ** percent of respondents. While mid-market retailers most favored YouTube, with ** percent of them. Other top social media sales channels included Instagram and TikTok Shop.

Facebook probably needs no introduction; nonetheless, here is a quick history of the company. The world’s biggest and most-famous social network was launched by Mark Zuckerberg while he was a...

Citation-worthy statistics and data points related to Social eCommerce & Shoppable Live Streams. This dataset provides key metrics and statistical information.

Clothing retailing revenue is forecast to rise at a compound annual rate of 5.2%. Clothing retailers have faced a challenging period. Online shopping continues to fuel high return rates, averaging 30%, straining logistics and denting retailers’ returns Rising wage costs are also squeezing margins profit, with April 2025’s National Living Wage hike adding £7 billion in extra costs across the UK retail sector, according to the British Retail Consortium. Consumer confidence remains fragile, dampening growth forecasts and driving intense promotional activity in the key winter period. UK clothing retailers are transforming their operations amid shifting economic, social and geopolitical pressures. Many are accelerating nearshoring to protect supply chains, cut lead times and strengthen quality oversight, while reducing transport emissions. Geopolitical tensions and shipping disruptions are driving this shift, though higher production costs and post-Brexit trade rules have created additional challenges. Still, opportunities for growth remain. Social media is reshaping fashion retail, turning platforms like TikTok and Instagram into powerful sales channels, especially among younger consumers. At the same time, fast fashion is falling out of favour as shoppers and regulators push for sustainability. Retailers are pivoting to circular models, durability initiatives and transparent practices to remain competitive in a changing market. In 2025-26, revenue is expected to bump up by 1.6% to €50 billion, while the average profit margin is expected to reach 10.8% in the current year, a marked rise on the 4.8% recorded five years previously, but still lower than pre-pandemic levels thanks to rising costs. Revenue is slated to grow at a compound annual rate of 3.2% over the five years through 2030-31 to £58.6 billion. Social commerce is set to surge. Platforms like TikTok and Instagram are integrating shopping features and live shopping will gain momentum, blending entertainment and commerce to engage younger audiences. Physical stores will retain their place, though, with major brands expanding and reimagining spaces to deliver immersive, tech-enabled experiences. AI will transform retail by personalising shopping, optimising inventory and supporting sustainability goals. However, regulatory shifts loom large. Higher business rates from 2026 will pressure profit, while scrapping the de minimis import threshold could level competition by imposing VAT on low-value imports. These developments signal a retail landscape defined by digital integration, immersive in-store experiences and tighter regulation, demanding agility from clothing retailers.

In the fourth quarter of 2024, TikTok generated around 186 million downloads from users worldwide. Initially launched in China first by ByteDance as Douyin, the short-video format was popularized by TikTok and took over the global social media environment in 2020. In the first quarter of 2020, TikTok downloads peaked at over 313.5 million worldwide, up by 62.3 percent compared to the first quarter of 2019.

              TikTok interactions: is there a magic formula for content success?

              In 2024, TikTok registered an engagement rate of approximately 4.64 percent on video content hosted on its platform. During the same examined year, the social video app recorded over 1,100 interactions on average. These interactions were primarily composed of likes, while only recording less than 20 comments per piece of content on average in 2024.
              The platform has been actively monitoring the issue of fake interactions, as it removed around 236 million fake likes during the first quarter of 2024. Though there is no secret formula to get the maximum of these metrics, recommended video length can possibly contribute to the success of content on TikTok.
              It was recommended that tiny TikTok accounts with up to 500 followers post videos that are around 2.6 minutes long as of the first quarter of 2024. While, the ideal video duration for huge TikTok accounts with over 50,000 followers was 7.28 minutes. The average length of TikTok videos posted by the creators in 2024 was around 43 seconds.

              What’s trending on TikTok Shop?

              Since its launch in September 2023, TikTok Shop has become one of the most popular online shopping platforms, offering consumers a wide variety of products. In 2023, TikTok shops featuring beauty and personal care items sold over 370 million products worldwide.
              TikTok shops featuring womenswear and underwear, as well as food and beverages, followed with 285 and 138 million products sold, respectively. Similarly, in the United States market, health and beauty products were the most-selling items,
              accounting for 85 percent of sales made via the TikTok Shop feature during the first month of its launch. In 2023, Indonesia was the market with the largest number of TikTok Shops, hosting over 20 percent of all TikTok Shops. Thailand and Vietnam followed with 18.29 and 17.54 percent of the total shops listed on the famous short video platform, respectively.

Social Commerce Platform Market Outlook

According to our latest research, the global social commerce platform market size reached USD 98.7 billion in 2024, reflecting dynamic expansion fueled by the integration of e-commerce with social media. The market is projected to grow at a robust CAGR of 27.5% from 2025 to 2033, culminating in an anticipated value of USD 897.6 billion by 2033. This remarkable growth trajectory is primarily driven by the increasing adoption of social media platforms for online shopping, the rise of influencer-driven marketing, and the seamless integration of payment solutions within social networks.

The proliferation of smartphones and the widespread accessibility of high-speed internet have fundamentally transformed consumer shopping behavior, acting as a significant growth factor for the social commerce platform market. Consumers are increasingly seeking convenience, personalized recommendations, and interactive shopping experiences, all of which are facilitated by social commerce platforms. These platforms leverage advanced data analytics and AI-driven algorithms to deliver targeted ads and product suggestions, enhancing user engagement and boosting conversion rates. Furthermore, the rise of short-form video content and live-stream shopping events on platforms like Instagram, TikTok, and Facebook has accelerated the adoption of social commerce by making shopping more engaging and community-driven.

Another crucial driver is the rapid digital transformation initiatives undertaken by businesses of all sizes, particularly in the wake of the COVID-19 pandemic. Enterprises are investing heavily in social commerce solutions to bridge the gap between discovery and purchase, reduce friction in the buying journey, and tap into new customer segments. Brands are leveraging the power of social influencers and user-generated content to build trust and authenticity, which are essential for driving sales in the digital era. The integration of secure payment gateways, real-time customer support, and seamless checkout experiences further enhances the appeal of social commerce platforms, making them indispensable tools for modern retailers.

The evolution of social commerce is also being shaped by technological advancements and regulatory trends. Innovations such as augmented reality (AR) try-ons, shoppable posts, and conversational commerce are redefining the online shopping experience, providing immersive and interactive touchpoints that resonate with digital-native consumers. Meanwhile, increasing regulatory scrutiny around data privacy and online transactions is prompting platform providers to invest in robust security measures and transparent data practices. These efforts not only protect consumers but also foster trust, which is vital for the sustained growth of the social commerce ecosystem.

From a regional perspective, Asia Pacific stands out as the dominant market, accounting for the largest share of global revenue in 2024. The region’s leadership is underpinned by the sheer scale of its digital population, rapid urbanization, and the popularity of super-apps that integrate social networking with e-commerce and financial services. North America and Europe also represent significant markets, driven by high internet penetration, sophisticated digital infrastructure, and the early adoption of social commerce by leading brands. Meanwhile, Latin America and the Middle East & Africa are emerging as high-potential regions, fueled by rising smartphone adoption and a growing appetite for digital shopping experiences.

Component Analysis

The social commerce platform market is segmented by component into solutions and services, each playing a pivotal role in driving overall market growth. Solutions encompass the core software platforms that enable social commerce activities, including product catalog management, integrated payment systems, analytics, and customer engagement tools. These solutions are evolving rapidly, with vendors focusing on enhancing platform scalability, security, and user experience. The demand for comprehensive, customizable, and easy-to-integrate solutions is particularly high among retailers and brands seeking to differentiate themselves in a crowded digital marketplace. As social commerce becomes more sophisticated, solution providers are investing in AI, machine learning, and AR technologies to offer advanced features such as personalized recommendations, automated customer support, and imm

According to Cognitive Market Research, the global ECommerce Platform Market size is USD 9.3 billion in 2024 and will expand at a compound annual growth rate (CAGR) of 6.7% from 2024 to 2031. Market Dynamics of ECommerce Platform Market

Key Drivers of Ecommerce Platform Market

Rapid Digitalization and Smartphone Penetration: Increasing global internet access and the widespread use of smartphones are driving the growth of eCommerce. Consumers now enjoy the convenience of shopping through applications and mobile-optimized websites, compelling platform providers to improve mobile user experience, personalization, and speed.

Rise of Omnichannel Retailing: Retailers are seeking platforms that facilitate the integration of online, offline, mobile, and social commerce. eCommerce platforms that deliver a cohesive customer experience across various touchpoints are experiencing significant adoption, particularly among enterprises that prioritize customer retention and brand consistency.

Integration with AI and Analytics: Features powered by AI, such as recommendation engines, chatbots, dynamic pricing, and predictive inventory, enhance conversion rates and streamline operations. eCommerce platforms that incorporate advanced analytics attract businesses looking to foster smarter decision-making and personalized user engagement.

Key Restrains for Ecommerce Platform Market

Security Concerns and Data Breaches: eCommerce platforms are vulnerable to cyberattacks, phishing attempts, and payment fraud. Protecting sensitive customer information and transactions necessitates ongoing investment in compliance and cybersecurity, which can pose challenges for smaller enterprises.

High Competition and Market Saturation: The proliferation of eCommerce platforms results in intense pricing competition and customer turnover. Achieving differentiation is challenging, particularly for startups that are vying with established competitors such as Shopify, BigCommerce, and Adobe Commerce.

Complex Integration and Scalability Challenges: Businesses frequently encounter difficulties when attempting to integrate eCommerce platforms with ERP, CRM, and logistics systems. Rigid architecture or insufficient API compatibility can hinder scalability, prolonging time to market and escalating the total cost of ownership.

Key Trends in Ecommerce Platform Market

Social Commerce Integration: Ecommerce platforms are incorporating functionalities that enable direct sales through Instagram, Facebook, and TikTok. Shoppable posts, live video commerce, and collaborations with influencers are transforming product discovery and expediting the customer journey.

Headless and Composable Commerce Adoption: Businesses are increasingly opting for modular ecommerce configurations that utilize headless CMS and composable architecture. This movement facilitates quicker deployment, enhanced customization, and smooth integration across various channels while maintaining backend stability.

Sustainability-Driven Commerce Features: Consumers are placing a higher value on eco-friendly brands. Ecommerce platforms are now providing features such as carbon calculators, options for recycled packaging, and filters for sustainable products to meet buyer expectations and support brand ESG initiatives. Introduction of the ECommerce Platform Market

The Ecommerce Platform serves as a digital framework facilitating online transactions, encompassing both goods and services. Its market continues to surge, driven by factors such as rising internet penetration, mobile device adoption, and evolving consumer preferences towards convenient shopping experiences. With an array of offerings including payment solutions, management platforms, and end-to-end services, the sector caters to diverse e-commerce models like B2B and B2C. Amidst rapid digitization across industries such as Beauty & Personal Care, Fashion, and Consumer Electronics, the Ecommerce Platform's dynamic evolution underscores its pivotal role in shaping modern commerce.

According to Cognitive Market Research, The hair serum market is driven by rising demand for products that smooth, add shine, control frizz, and protect hair from damage. Formulated with silicones, natural oils, and proteins, serums cater to diverse needs such as heat protection, repair, and strengthening, making them a versatile segment in hair care. Market Dynamics of Hair Serum Market

Key Drivers of Hair Serum Market

Rising Awareness of Hair Health: Consumers are increasingly educated about hair care routines and the importance of using quality products.

(Source:https://www.crodabeauty.com/en-gb/resources/blog/trending-in-hair-care-the-rise-of-the-repair)

Influence of Social Media and Beauty Influencers: Platforms like Instagram and TikTok drive trends and product adoption.

Statistics:

TikTok content (71%) and Instagram content (66%) are the top ways consumers discover new haircare products, followed by Beauty blogs (30%) and Browsing in-store (30%) Instagram tends to be for Passive Discovery (44%), while TikTok (46%) and YouTube (35%) lean towards Active Research

(Source:https://www.cohley.com/insights/haircare)

Key Trends in Hair Serum Market

Consumer Demand for Natural Ingredients

There is a growing preference for hair serums formulated with natural and organic ingredients. Consumers are increasingly choosing products containing aloe vera, coconut oil, and shea butter due to their nourishing properties

(Source:https://www.forestessentialsindia.com/hair-care/serums.html?srsltid=AfmBOopGno8NdOxbvz5jos1n50AUsY_zm5G_jz4kJVujfpuZHPi_4bTF)

Expansion of Online Retail Channels

The proliferation of e-commerce platforms has made hair serums more accessible to consumers worldwide. Online retail channels are becoming increasingly popular for purchasing hair care products, offering convenience and a wide range of options.

(Source:https://www.forbes.com/sites/claraludmir/2025/03/28/social-and-e-commerce-now-drive-more-than-50-of-beauty-sales-globally/)

How AI is Transforming the Hair Serum Market?

Personalized Hair Care Solutions

AI analyzes hair type, texture, and concerns to recommend customized hair serum formulations. Example: L’Oréal’s “Perso” AI device customizes hair serums based on hair condition and environmental factors.

(Source:https://www.loreal.com/en/news/research-innovation/unveil-perso-the-worlds-first-aipowered-device-for-skincare-and-cosmetics/)

Accelerated Product Development

Predictive analytics optimize formulations and ingredient selection for faster launches. Example: Procter & Gamble uses AI to design serums with improved efficacy and reduced development time.

(Source:https://www.loreal.com/en/news/research-innovation/unveil-perso-the-worlds-first-aipowered-device-for-skincare-and-cosmetics/)

Enhanced Consumer Engagement

AI-driven chatbots, virtual consultations, and recommendation engines guide product selection. Example: Nykaa employs AI-powered chatbots to help consumers choose the right hair serum based on hair concerns.

(Source:https://www.nykaa.com/beauty-blog/advantages-of-hair-serum-and-how-to-use-it/)

Supply Chain Optimization

AI forecasts demand, manages inventory, and streamlines distribution. Example: Unilever leverages AI for hair care demand forecasting to ensure timely availability of hair serums.

(Source:https://www.unilever.com/news/news-search/2024/how-aipowered-ultrapersonalised-experiences-are-boosting-our-beauty-brands/)

Trend Identification & Innovation

AI analyzes market data and consumer behavior to spot emerging trends. Example: Henkel monitors online reviews and social media using AI to identify trending ingredients and consumer preferences. Introduction of Hair Serum Market

Hair serums are lightweight, concentrated hair care products designed to provide targeted benefits such as smoothing, adding shine, controlling frizz, and protecting hair from damage. Unlike conditioners, which primarily moisturize, serums coat the hair shaft to enhance appearance and manageability. They are commonly formulated with silicones, natural oils like argan or coconut oil, and proteins or vitamins such as keratin and panthenol, which nourish, strengthen, and protect hair. Hair serums can be applied to damp or dry hair, focusing on the mid-lengths and ends, and only a small amount is needed to avoid greas...

China's short-form video platform Douyin is the leading global revenue generator in social commerce, with estimated revenues approaching *** billion U.S. dollars in 2025. Despite its growing popularity, the international version of the app, TikTok, continues to lag considerably behind its Chinese counterpart, projecting revenues of over * billion dollars that same year. WeChat, also of Chinese origin, is in second place worldwide, with estimated revenues of *** billion U.S. dollars. Meanwhile, Meta is betting on social commerce through Facebook and Instagram, projecting combined revenues of around *** million dollars.

Meta emerges as the leader in social media shopping in France. Estimates suggest that in 2023, Instagram and Facebook together would capture approximately ** percent of social commerce revenues in the French market. According to forecasts, this position will strengthen in the coming years, surpassing platforms like YouTube and Pinterest.

According to a 2024 study, Facebook ranks as the top social network for shopping in the United States, with ** percent of digital buyers using it for this purpose. TikTok Shop follows with ** percent of U.S. shoppers, while Instagram holds its own with ** percent. TikTok and the boom that won’t stop The rise of TikTok Shop in the United States represents a significant shift in social commerce dynamics. By tapping into its predominantly young user base and their engagement with short-form video content, TikTok is leveraging its platform to facilitate direct sales. The success of health and beauty products, which make most of purchases, underscores the platform's potential as an influential marketplace. Growing users, expanding influence Forecasts suggest that by 2029, the number of U.S. social media users will exceed *** million, showing the growing influence of these platforms on consumer behavior and brand involvement. In 2023 alone, social commerce revenues in the North American country were estimated at nearly ** billion U.S. dollars, and this figure is expected to nearly double by 2028, reflecting the rapidly expanding role of social media in the e-commerce landscape.

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about **** percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about *** percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.

As of October 2025, India had the largest Instagram audience worldwide, with 480.55 million users. The United States ranked second with 181.75 million users, followed by Brazil with 147 million. However, Turkey recorded the highest audience reach, with 92.1 percent of its population using the platform. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

Almost ** percent of retailers with an online sales growth of over ** percent considered that new technologies and services are critical to stay competitive in 2024. According to a survey, almost ** percent of retailers with moderate growth mentioned loyalty rewards and special offers as a way to keep customers engaged. In ** percent of retail stores with high negative growth of online sales, customers were able to buy directly on Instagram and TikTok.