In the fast-paced world of social commerce, shopping isn’t just confined to platforms like Amazon or eBay anymore. With social media platforms continuing to evolve, Instagram and TikTok have taken the reins in shaping the future of online shopping. If you’re a business owner or influencer wondering where to focus your energy, the big question is: Instagram Shops or TikTok Shops—Which one delivers better sales in the U.S.?
What Are Instagram Shops and TikTok Shops?
Before we dive into the comparisons, let’s clarify what Instagram Shops and TikTok Shops are all about.
Instagram Shops
Instagram Shops integrate e-commerce directly into the platform, allowing users to browse, discover, and purchase products directly from brands’ profiles, feeds, Stories, Reels, and the Explore section. It’s powered by Meta, and it works seamlessly with Facebook Shops, offering an in-app checkout through Meta Pay. You can tag products in posts, Stories, and collaborate with influencers for an enhanced shopping experience.
TikTok Shops
Launched in the U.S. in late 2023, TikTok Shops have quickly become a major player in social commerce. Unlike Instagram, TikTok lets users shop directly from videos and live streams without ever leaving the app. It’s deeply tied to short-form video content, with live shopping gaining massive popularity. Products often go viral, selling out within hours, and the platform is growing rapidly in the e-commerce space.
Which Platform Has the Bigger Shopping Audience in the U.S.?
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Over 160 million active users in the U.S.
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Widely used by Millennials and Gen Z
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A stronghold in fashion, beauty, home decor, and fitness
TikTok
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About 150 million U.S. users in early 2025
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Dominated by Gen Z and younger Millennials
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Known for viral products (Think “TikTok made me buy it”)
What Sells Best on Each Platform?
Understanding which products perform best on each platform can guide your strategy.
Top-Selling Products on Instagram Shops
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Fashion & Apparel: Instagram’s visual-first design makes it perfect for fashion-related content like lookbooks and outfit inspirations.
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Beauty Products: Skincare, makeup, and haircare products, especially from indie brands, do well here.
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Home Decor: Aesthetic and minimalist content works wonders for home decor.
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Wellness & Fitness: Activewear, supplements, and fitness gear resonate with Instagram’s audience.
Top-Selling Products on TikTok Shops
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Tech Gadgets: Short video demos showcasing new gadgets often go viral (think mini blenders or smart home devices).
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Affordable Fashion: Fast fashion hauls and outfit reveals are a hit with younger users.
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Beauty Hacks: Before-and-after demonstrations of beauty products create instant sales.
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Kitchen Tools: Viral hits like avocado slicers can sell thousands of units overnight.
Which One Converts More Sales?
This is where the real magic happens. Let’s break down conversion rates on both platforms.
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Higher average order value (AOV), especially for fashion, beauty, and lifestyle products.
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More curated, “storefront” feel that encourages repeat customers.
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Example: A jewelry brand selling $80 handmade necklaces might see 2-3% conversion rates on Instagram, especially if partnered with influencers.
TikTok
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Lower AOV but quicker conversions on trending products.
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Sales surge after viral content, with many impulse purchases happening within minutes.
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Example: A $20 LED light might sell 5,000+ units in one weekend after a viral video, but maintaining customer loyalty can be trickier.
How Easy Are They to Set Up?
Instagram Shops
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Requires a Facebook Business Manager account.
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Integrates easily with platforms like Shopify and BigCommerce.
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Setup involves a review process but offers a more polished, boutique-like store setup on your profile.
TikTok Shops
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Signup via TikTok Shop Seller Center.
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Quick setup if you’re already posting videos.
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Offers live shopping features but still ironing out some kinks and bugs.
Influencer Collaborations
When it comes to influencer partnerships, both platforms offer unique advantages.
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Long-term influencer campaigns work well, with product tagging available in Stories, Reels, and posts.
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Influencers can share direct swipe-up links or use CTAs for easier conversions.
TikTok
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Micro-influencers drive massive ROI, especially with authentic, unfiltered reviews.
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Influencers can earn affiliate commissions via TikTok’s creator marketplace.
Advertising
Both platforms offer powerful advertising options, but they serve different purposes.
Instagram (Meta Ads)
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Extremely advanced targeting.
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Great for retargeting website visitors and email list members.
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Works best for brands aiming for long-term growth.
TikTok Ads
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Simpler targeting, but highly effective for top-of-funnel awareness.
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Ideal for short bursts during sales, product launches, or viral trends.
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Cheaper to test but requires engaging, viral content.
So… Which Platform Actually Sells Better?
The answer isn’t simple—it depends on your product, audience, and content style.
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Instagram Shops work best if:
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Your brand is visual, curated, and design-driven.
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You sell higher-priced items.
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You want long-term brand loyalty and a more refined shopping experience.
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TikTok Shops work better if:
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You sell trendy, affordable products that appeal to younger audiences.
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You want fast sales driven by viral content.
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You’re comfortable with short-form videos and want to experiment with quick engagement.
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Can You Sell on Both Platforms?
Yes, absolutely!
Many brands in the U.S. are running dual strategies:
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Instagram serves as your polished, evergreen storefront.
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TikTok acts as your testing ground and viral engine.
By cross-promoting and testing different content types, you can build a powerful multi-platform strategy that maximizes conversions.
Final Thoughts
The real question isn’t “Which platform sells better?”—it’s about identifying which one works best for your specific needs. TikTok can help you go viral and capture fast sales, while Instagram is your go-to for a more curated, long-term brand experience.
Want to learn more? Check out our guide on setting up an Instagram Shop for your small business.
