TikTok Shop vs Instagram Shop: Which Platform Is Best To Sell Your Product?

May 21, 2024

TikTok and Instagram shops integrate e-commerce into their social media platforms because of the potential local and international buyers. Generally, TikTok Shop excels in promoting impulse buying with its viral content and live sales. They cater to a younger audience through high engagement features like in-video links. On the other hand, Instagram shop provides a more curated shopping experience. It focuses on visual aesthetics and detailed product exploration. Thus, it appeals to a diverse and mature audience. 

TikTok Shop

Products can be sold directly through videos, livestreams, and a product shop tab on the seller's profile.

Focuses heavily on video content, leveraging TikTok’s algorithm to promote products in an entertaining and engaging way.

Offers tools like live selling features, integration with logistics providers, and support for various payment methods.

Particularly strong in Asia, with rapid expansion in other regions.

Instagram Shop

Products can be featured in posts, stories, and a dedicated shopping tab on the user's profile.

Utilizes a mix of images and videos, and integrates seamlessly with the existing features of Instagram like tagging products in posts.

Provides analytics tools, shopping ads, and checkout features directly within the app in some regions.

Well-established globally, with a broad user base across North America, Europe, and beyond.

This Reddit user notes that while TikTok may have higher follower counts, this does not necessarily equate to better engagement or value compared to Instagram.

Another user responds that the effectiveness of each platform depends on the audience's demographic, the industry, competitor activity, available influencers, and geographic location. Instagram sellers struggle with engagement and reach due to frequent changes in its algorithms. But, TikTok sellers do not. From this user's personal experience, TikTok generally offers lower rates for niche micro-influencers compared to Instagram.

In this article, we provide a comparison between TikTok Shop and Instagram Shop to determine the best platform for selling products. It also explores why alternative models like local lead generation can sometimes be more advantageous for businesses.

TikTok Shop vs Instagram Shop


TikTok Shop

Instagram Shop

Audience Base 

Predominantly younger audience, especially Gen Z, with a focus on short-form video content.

Diverse user base across various age groups, with a strong presence of millennials and Gen Z, known for photo and video sharing.


Income levels may vary, but predominantly younger users with discretionary spending power.

You can make more money on Instagram rather than TikTok. Instagram users often engage with lifestyle and luxury content.

Minimum Followers 

It is easier to grow on TikTok rather than on Instagram. On TikTok, there is no minimum follower requirement.

Previously required a minimum of 10,000 followers for shopping features, but this requirement has been removed in some regions.

Initial Cost To Start 

It can be cheaper on either Instagram or TikTok, as both offer organic and paid ads. Ultimately, it depends on your exact strategy and business goals.

Instagram shopping costs money, though initial costs are minimal. In addition, you'll have to pay for product creation and advertising.

In-App Shopping 

Integrated shopping experience within the app, allowing users to discover and purchase products without leaving the platform.

Offers in-app shopping features, enabling users to browse and purchase products directly within the app.

User Experience

Emphasizes short-form video content. It provides seamless transition to shopping through engaging video ads and product showcases.

Offers a visually appealing and curated user experience. This includes shopping integrated into the overall browsing experience.

Product Discovery

Utilizes algorithmic recommendations and sponsored content. This is to enhance product discovery, often through viral challenges and trends.

Relies on curated feeds, hashtags, and explore page for product discovery. This involves influencer endorsements playing a significant role.


Focuses on video content, with product displays often integrated into short video clips or sponsored content.

Offers a mix of photo and video content, with product displays commonly showcased through static images, Stories, and IGTV.


It supports different payment methods based on the region. These include credit and debit cards, digital wallets, and third-party payment services.

Offers similar payment options, including credit/debit cards and digital wallets.

Checkout Processes 

Streamlined checkout process within the app, reducing friction and encouraging impulse purchases.

Seamless checkout process integrated into the app, with options for saving payment information for future purchases.

Marketing and Promotion Strategies 

Emphasizes user-generated content, influencer collaborations and partnerships, and sponsored challenges to promote products.

Utilizes influencer marketing, sponsored posts, shoppable posts, and Stories to promote products and brands.

Audience Engagement and Interaction 

Encourages user engagement through likes, comments, shares, and duets. This is to foster a sense of community around products and brands.

It offers likes, comments, shares, and direct messages. The focus is on visual storytelling.

Analytics and Performance Measurement 

Provides analytics tools for businesses to track engagement, reach, and conversion metrics related to TikTok Shop campaigns.

Offers detailed Instagram insights and analytics for businesses, including impressions, clicks, and conversion data for shoppable posts and Stories.

Future Trends and Predictions // Shopping Feature

Expected to continue evolving its shopping features, potentially integrating augmented reality (AR) try-on experiences and livestream shopping functionalities.

Likely to further integrate shopping features into the platform, possibly expanding into virtual reality (VR) shopping experiences and enhanced personalization algorithms.

Final Verdict (TikTok Shop vs Instagram Shop): Which Platform Is Best To Sell Your Product?

It is better for you to sell on Instagram if your products are visually appealing and you want to reach a diverse audience. Instagram's features like shopping tags and stories make it easy to showcase products, engage with customers, and drive sales through a visually-driven platform.

In contrast, It is better to sell on TikTok if your target audience is younger and you can create engaging, short-form video content. TikTok's algorithm favors creative, viral content. This allows you to reach a large audience quickly. Most importantly, build brand awareness through entertaining and authentic videos.

Conversely, Instagram shop appeals to a broader audience, particularly millennials and Gen Z. According to AdWeek, GenZ has a big influence on social commerce sites. This due to their shopping habits and opinions. In 2023, they had about 5% of the U.S. economy's in purchasing power. By 2030, it's expected to increase to 17%.

Furthermore, it offers a visually curated experience and diverse engagement options. For higher-end or lifestyle products, Instagram's affluent user base and sophisticated marketing tools may prove more effective. Ultimately, choose based on your audience's preferences and your product's positioning.

TikTok Shop vs Instagram Shop Pros and Cons

TikTok Shop Pros and Cons


TikTok's algorithm is particularly good at promoting viral content, so products featured here can gain significant exposure quickly.

TikTok has a predominantly younger audience, which can be ideal for brands targeting Gen Z and millennials.

The platform’s focus on video allows for creative and engaging ways to showcase products through trends, challenges, and user-generated content.

TikTok Shop is integrated within the app, allowing users to purchase directly through the platform without leaving the app.


TikTok’s user base skews younger, which might not be ideal for products aimed at older consumers.

As a newer feature, TikTok Shop may not yet have the same level of trust and familiarity among users as more established online shopping platforms.

The trends on TikTok can change very rapidly, which may require constant updates and adaptations in marketing strategies.

Instagram Shop Pros and Cons


Instagram has a wide range of users across different age groups. This makes it suitable for a range of products.

With its focus on high-quality images and stories, Instagram is ideal for showcasing products aesthetically.

Instagram has developed robust shopping features over time, including tagged products in posts, shopping stories, and a dedicated shopping tab.

Being one of the older social platforms with integrated shopping, Instagram benefits from higher levels of user trust in online purchasing.


With many brands on the platform, there’s a lot of competition, which can make it hard to stand out.

To get significant exposure, businesses often need to invest in Instagram advertising.

While Instagram supports comments and direct messages, it generally offers less interactive and immersive content than TikTok's video-based format. 

TikTok Shop vs Instagram Shop: Integration With Other Platforms

TikTok Shop Integration

1. Third-Party E-Commerce Platforms: TikTok Shop integrates with e-commerce platforms like Shopify, BigCommerce, and WooCommerce. This helps merchants manage inventory, orders, and customer data seamlessly. The integration process is straightforward, with TikTok offering detailed guides and support.

2. Advertising and Marketing Tools: TikTok integrates with advertising tools like TikTok Ads Manager. This helps businesses create, manage, and analyze their ad campaigns. It's especially useful for targeting TikTok’s younger audience with tailored ads. TikTok also partners with platforms like Google and Facebook Ads. This allows businesses to track and optimize their ad performance across different channels.

3. Social Media and Content Sharing: TikTok’s content is highly shareable across other social media platforms. Users can share TikTok videos on Instagram, Facebook, Twitter, and more. This increases the reach and visibility of your products. Cross-platform sharing boosts brand awareness and drives traffic to your TikTok Shop.

Integration with Instagram Shop

1. Third-Party E-Commerce Platforms: Instagram Shop connects with major e-commerce platforms like Shopify, BigCommerce, and WooCommerce. Merchants can link their online stores to Instagram Shop product catalogs updated. This is Instagram offers tools and resources to help businesses set up their shops. They can also manage inventory and handle orders effectively.

2. Advertising and Marketing Tools: Instagram’s advertising tools integrate with Facebook Ads Manager. This allows businesses to create, manage, and analyze ad campaigns. The integration enables precise targeting and retargeting. Businesses can reach their desired audience with tailored ads. Instagram's partnerships with other platforms enhance tracking and optimization. This makes it a powerful marketing tool.

3. Social Media and Content Sharing: Instagram's photos and videos are easy to share on Facebook, Twitter, and Pinterest. This allows businesses to manage their presence and ads on both platforms seamlessly. Also, the integration boosts brand visibility and drives traffic to Instagram Shop. Instagram's visual focus and strong community engagement enhance product discovery and customer interaction.

TikTok Shop VS Instagram Shop: Who Is It for?

TikTok Shop Is for Content Creators and Influencers

TikTok Shop is for content creators and influencers. It lets them sell products directly through their videos and livestreams. This merges e-commerce with social media. Creators can monetize their influence by promoting and selling items to their followers. Viewers can buy products without leaving the app, which is convenient and encourages impulse buys. This boosts revenue for creators and enhances viewer engagement.

However, a Reddit user asked if others enjoyed TikTok's focus on TikTok Shop product commission videos, both as creators and consumers. The user was frustrated that almost every other video on their For You Page (FYP) was an overhyped product ad. This made them scroll less since most videos felt like sales pitches. They also felt pressured to create ad content, which reduced the fun of content creation.

One reply expressed frustration with TikTok Shop ads appearing every two videos. The added TikTok Shop section worsened their experience since they had to swipe through it to reach their following section. They wanted an option to turn off the Shop feature, speculating that TikTok's need for new revenue streams might indicate a struggling audience.

Instagram Shop Is for Fashion and Lifestyle Enthusiasts

Instagram Shop appeals to fashion and lifestyle enthusiasts. It offers a curated selection of trendy products. Users can discover and buy new items directly within the app. This feature is perfect for those who like to keep up with the latest styles and want a convenient shopping experience.

On the DW shift YouTube channel, Roger Ditter discusses how Instagram is changing the fashion industry. He explains that Instagram has made influencers the new trendsetters, a role once held by fashion critics and supermodels. Ultra-fast fashion brands use Instagram trends to quickly create new designs. They outpace traditional fast fashion by using algorithms and artificial intelligence. This tech-driven approach helps them respond quickly to consumer demand and reduce excess stock.

But, the industry significantly impacts the environment, contributing heavily to carbon emissions. Marketing strategies now focus on direct engagement on social media. Influencers help brands create personal connections and enhance customer loyalty. This shifts away from traditional advertising methods.

TikTok Shop vs Instagram Shop: Can You Do Dropshipping In TikTok? In Instagram?

Yes, you can do dropshipping on both TikTok and Instagram. With TikTok dropshipping, you can create engaging videos to showcase your products, use TikTok ads to reach a broader audience, and include links in your bio or videos to direct viewers to your online store. On Instagram, you can use features like Instagram Shops, Stories, and posts to promote your products. You can also utilize Instagram ads and influencer collaborations to drive traffic to your dropshipping store. 

TikTok Shop Success Stories

1. SooSlick

This fashion brand used TikTok's Shop Affiliate Program. It got over 200 million video views and $1 million in sales in the first 30 days. They worked with TikTok creators to make genuine content showcasing their products. This led to a huge increase in demand and sales.

2. SEEQ Supply

SEEQ is a nutrition brand focused on performance protein powders. It used TikTok's Spark Ads to boost visibility and sales. Their targeted approach led to over 600 additional conversions and a 3.6X return on ad spend in just one month. They achieved this through behavior targeting to reach fitness enthusiasts on the platform.

3. Zenfulnote

An e-commerce brand sells journals for mental health, mindfulness, and manifestation. They used a content-first approach with engaging videos. These videos combined trending formats and educational content. Their efforts resulted in over 1.7 million organic video views. This success boosted website traffic and sales through TikTok Shop.


PRISM+ is a Singaporean brand for electronic gadgets and smart home appliances. They saw a notable sales boost through live streams on TikTok. Also, they engaged their audience with entertaining and informative content. This leads to significant growth in followers and sales during the Mega Sales Season.

5. Kiehl's Vietnam

The skincare brand successfully launched its TikTok Shop by focusing on live streams and video shopping ads that showcased their natural skincare products. They conducted 40 live streams in 30 days, leading to a surge in sales and making it the top premium beauty brand on TikTok Shop in Vietnam in terms of Gross Merchandise Value (GMV).

Instagram Shop Success Stories

1. Pura Vida Bracelets

Pura Vida Bracelets began as a small business selling handmade bracelets from Costa Rica. They expanded globally by using Instagram Shop. Eye-catching images and engaging stories showcased their products. This led to a big increase in followers and sales. Their success comes from consistent posting, influencer collaborations, and interactive stories.

2. Glossier

Glossier is a beauty brand with Instagram Shop to engage with their audience and drive sales. They post high-quality photos and videos of their products in use and share customer testimonials. They also use Instagram's shopping tags. With this strategy, they reach 3 million people on Instagram.

3. Gymshark

Gymshark, a fitness apparel brand, saw a huge surge in sales by using Instagram Shop. They share workout videos, athlete endorsements, and user-generated content. This strategy not only promotes their products but also creates a community around their brand. The convenience of shopping directly through their posts has led to a loyal customer base and steady revenue growth.

4. Ohh Deer

Ohh Deer has grown through its strategic use of Instagram Shop. They post high-quality content, collaborate with artists, and make the most of Instagram features. Their strong customer engagement, user-generated content, and influencer partnerships have made the brand in the competitive stationery and gift market.

5. Kylie Cosmetics

Kylie Cosmetics uses Instagram Shop to boost its beauty brand. They share makeup tutorials, product launches, and behind-the-scenes content to keep their audience engaged. The direct shopping feature lets followers buy new releases instantly, driving high sales

Why Local Lead Gen Is Best Path for Financial Freedom?

Local lead generation is an excellent path to financial freedom. It offers low initial investment, manageable work, and a high return on investment (ROI). Unlike trendy options like TikTok Shops and Instagram Shop, local lead gen provides a more passive income stream once set up. This makes it attractive for those seeking financial independence.

Starting a local lead gen business requires a low initial investment. You need a website, basic SEO skills, and some online marketing tools. In contrast, TikTok Shops and Instagram Shop demand significant upfront costs. These include, inventory, storage, shipping logistics, and continual advertising expenses to keep products visible in crowded markets.


The ROI for local lead gen businesses can be substantial. According to Influencer Marketing Hub, TikTok yields the lowest return on investment (ROI) for marketers, with only 14% reporting it as their top platform for ROI. In contrast, 30% of marketers find the highest ROI from influencer marketing on Instagram, and 32% say Instagram is the easiest platform for collaborating with influencers.

Overall, local lead generation offers a more passive and sustainable path to financial freedom. It needs less initial investment, less ongoing work, and faces lower competition. The ROI is higher compared to TikTok Shops and Instagram Shop. Focusing on local markets and automating lead capture processes helps you build a stable, profitable business. This approach frees up your time and resources. Thus, allows you to enjoy financial independence.

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