HubSpot Blog’s Instagram Shopping Report: Data from 500+ Instagram Marketers

In 2022, it’s clear that Instagram isn’t just a photo-sharing app anymore.

Not only has Instagram become a thriving social media channel with all kinds of videos, stories, and even live-streaming features, it’s even evolving into a shopping platform that merges e-commerce and social media .

And, our recent survey of 580 Instagram marketers found that using in-app shopping tools yields the highest ROI of any Instagram strategy.

But with a wide variety of shopping tools appearing in stream-based posts, reels, live video, stories, guides, and the dedicated Shop tab, it can be hard to know where to start.

To help marketers and professionals like you, let’s dive into Instagram’s shopping tools to find out:

Which Instagram shopping tools work best?

Using Instagram shopping tools is the strategy with the highest ROI and also the most used strategy by Instagram marketers. Above all, it’s only just begun.

While only 37% currently use in-app purchase tools, 94% of them will increase or maintain their investment this year. On top of that, 1 in 3 people plan to use Instagram shopping tools for the first time this year.

Additionally, marketers who use Instagram’s shopping tools are 15% more likely to say their Instagram strategy was effective in the last year than those who don’t. So, what are the most powerful tools?

Among shopping tools, Instagram Live Shopping and Instagram Shops have the highest ROI and are the most leveraged.

Additionally, the use of Live Shopping and Shops will increase significantly in 2022, with 55% planning to try Instagram Shops and 48% planning to use Instagram Live Shopping for the first time.

Instagram Feed Post Shopping, Instagram Stories Shopping, and Instagram Shopping Guides are all used by more than 1 in 3 marketers and also lead in ROI.

Reels Shopping has the lowest usage and ROI, however, 42% of Instagram marketers plan to use Reels Shopping this year, the 3rd highest of all Instagram shopping tools.

Should you sell or launch products exclusively through Instagram Shopping?

Using Instagram Shopping tools is a powerful marketing opportunity, but should you also have an external website to sell your goods and services?

41% of Instagram marketers say most of the brands they work with exclusively use Instagram shopping tools and don’t have a separate website, while 59% use a mix of the two.

83% of Instagram marketers say they’ve worked with a brand that launched a product exclusively on Instagram, and 59% say an Instagram-exclusive launch is better than launching elsewhere.

Launching a product exclusively for your Instagram audience can also be a great way to build brand loyalty and reward your followers.

This is just one of the many benefits marketers get from using Instagram’s shopping tools. Let’s take a look at some of the other benefits marketers get from social shopping.

The biggest benefits of Instagram’s shopping tools

Using Instagram shopping tools offers a wide range of benefits, including increased product visibility, a streamlined shopping experience for your customers, the ease of partnering with influencers, and the ability to integrate your products into content, making it more authentic.

I mentioned how Instagram is focused on helping creators monetize their content, and one way to accomplish all of the above is to leverage creator purchases.

While not entirely new, this feature was initially only rolled out to a select few influencers in 2019. It took until March 2022 for Instagram to officially announce that it would be rolling out to all users in United States.

Buying from creators lets influencers tag your brand’s products directly in their posts, so people can find and buy products without leaving Instagram. This combines all the benefits listed above and excels at making partnering with creators easy and authentic.

Despite all the advantages of selling on Instagram offers, there are also challenges. Let’s dive into the top pain points marketers face with Instagram’s shopping tools.

The Biggest Challenges of Instagram Shopping Tools

The top two challenges marketers face with Instagram shopping tools seem to contradict each other – while 38% of those using Instagram shopping tools struggle to make sales, 45% have trouble making sales. because of too many sales and supply chain issues.

Another 37% complain about referral fees, which are currently 5% per shipment, with shipments under $8 accruing a flat fee of 40 cents. However, fees are suspended until June 30, 2022 to help small businesses recover from the pandemic.

36% of Instagram sellers also dispute that they don’t have full access to the shopping tools the app has to offer. As the app fully embraces social shopping in 2022, you can expect access to open up to more users.

Social shopping is the future

There’s never been a better time to start selling on social media, and Instagram is the best place to do it.

If you’re ready to get started, take a look at our 2022 Instagram marketing report for a detailed breakdown of the most effective strategies, features, and formats on the app. For some examples of how brands are leveraging Instagram Shopping, look at this post or this detailed ultimate guide.

Curious about your overall Instagram strategy beyond shopping? Check out our Instagram engagement report for even more data.

Originally posted 26 April 2022 at 07:00:00, updated 26 April 2022

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