Instagram Shopping vs TikTok Shop and Which Converts Better
Published on 14.08.2026 by Chizoba T
There is no doubt that the social commerce landscape is flourishing. In 2026, the value of social commerce was estimated to be $2.11 trillion. This phenomenal growth can be attributed to the fact that social media platforms have integrated shopping features, making it possible for users to buy directly on the platform.
Two of the platforms that contributed to the popularity of social commerce are Instagram Shop and TikTok Shop. Each of these platforms has carved out a niche for itself, with its own pros and cons. If you are considering them, you might want to know which of them converts better. In this article, we compare Instagram Shopping and TikTok Shop and try to determine which of them converts better. This is an important element to consider when comparing Instagram, YouTube, and Shorts.
What is Instagram Shopping?
Launched in 2020, Instagram Shopping has grown into a powerful social commerce tool because of its ability to blend seamlessly with the platform's visually-driven shopping experience. The focus of Instagram Shopping is visual storytelling and relationship-building. It is popular because it makes shopping feel like it's part of the whole Instagram experience.
Instagram Shopping has several key features, such as:
- Shoppable posts with clickable product tags.
- Shopping store integration.
- A dedicated shopping tab that acts as a digital catalog.
Instagram Shopping allows users to explore products directly on the app while having access to the full brand profile. If your business in the U.S. is eligible, you can leverage the
Checkout process to streamline the purchasing process and ensure that everything remains within the app.
What is a TikTok Shop?
A TikTok Shop is an e-commerce feature integrated into the short video platform, enabling creators, merchants, and brands to directly sell on the app. It acts as a one-to-one platform to help users discover and buy products directly on the app, making the whole shopping experience feel fun and spontaneous.
Some of the key features of the TikTok Shop include:
- In-feed product tagging.
- A live shopping event.
- Product links that connect to an online store, etc.
TikTok Live Shopping is also a key feature that allows influencers and brands to showcase their products, respond to questions, and provide flash deals. This can add a sense of urgency to encourage instant purchase, particularly when combined with limited-stock discounts. However, it's worth noting that TikTok Shop isn't available worldwide but is available in countries such as the U.S, Canada, and the UK.
TikTok Shop vs. Instagram: Key differences
Instagram Shopping and TikTok Shop operate under different fundamental principles.
Direct Sales Channel
One major point is that TikTok Shop is a direct sales channel where the creator starts by listing products. On the other hand, customers can buy directly on the platform, resulting in a fast and frictionless process. Transactions on TikTok Shop are processed within the app, with funds moving instantly. For creators, commissions are also paid in real-time.
Instagram Shopping is more or less a catalog feature, as you need to tag the products in the stories and posts. There is no checkout option, so sellers need an off-platform checkout option.
Average Order Value
The average order value on TikTok is $59. This can be attributed to its ability to drive impulse purchases for products ranging from affordable to mid-range. The platform's frictionless app purchase process makes checkout easier, resulting in lower cart abandonment.
Instagram Shopping is more suited for high-value orders. While average order values differ by category, premium items such as home decor and fashion deliver more value. The visual storytelling of Instagram makes it perfect for brands that need to showcase quality and lifestyle.
Audience Engagement
TikTok performs better than Instagram when it comes to raw engagement data. The platform has an affiliate engagement rate of 5.2%, which is considerably higher than that of Instagram, which is at 2.0%. This higher engagement can be attributed to the discovery model that is algorithm-driven. This system can even put brands that are little known in the spotlight, ensuring you have an overnight success story.
The engagement rate is highest among micro-influencers with less than 50K followers, and their engagement rate can be as high as 30%. This can be attributed to the fact that the TikTok algorithm prioritizes content that easily engages users over content from accounts with a higher follower count. Having such a level playing field can provide small creators and smaller brands with a better chance to shine.
On the other hand, Instagram Shopping works for a mature and more saturated environment. In recent years, the organic reach has been declining. However, some content formats can provide considerable engagement, with carousel posts achieving an engagement rate of 2.4%. Before making a decision. Instagram audiences can take time to scroll through several products, read the caption, and make some well-considered decisions.
Affiliate Program
The affiliate program on TikTok also means the creator's ecosystem has an affiliate program, allowing creators to earn a commission by promoting the products sold on TikTok Shop.
However, unlike TikTok, Instagram Shopping doesn't have an affiliate program for creators to promote products on the platform. The only option for creators to earn on TikTok Shop is through ads and brand partnerships rather than sales of products.
Conversion Rate
The fact that Instagram users have to visit your website to complete a purchase can add friction to the purchase process or website experience. This can result in a drop in conversion, especially because creators aren't motivated to sell.
Statistics also indicate that 50% of TikTok Shop users buy from the platform after watching a live shopping session; this points to the effectiveness of real-time production demos and limited-time offers. TikTok also has an advantage in reducing cart abandonment. Due to its contained shopping experience, it's easier for users to discover, evaluate, and even buy products directly on the platform without any distractions.
The fact that TikTok Shop has a higher conversion rate is backed by data, as it has a conversion rate of 4.7% compared to that of Instagram, which is at 1.9%. That means for every 100 users visiting your TikTok Shop, about five of them will buy, as compared to two on Instagram. If you are targeting other businesses, you can read our guide on how B2B brands are using TikTok to drive sales.
Fee Structure and ROI
For every sale you make, TikTok Shop usually deducts a percentage. The rate differs depending on the category but can range from 2 to 8%. In addition to that, creators are paid a commission that can range from 5% to 20%, depending on what you agree on. The processing of the payment ranges from 2 to 3%.
When you make a sale on Instagram Shopping, you will not be charged. You will be using the platform to funnel traffic to your own store, whether on Shopify, WooCommerce, or a landing page. However, you might need to work with influencers to drive traffic to your store.
While the no-transaction-fee may make Instagram look like a better deal, the conversion rate on TikTok may make it better, as noted earlier. This is because it means you will be spending less per marketing dollar on the TikTok Shop. Additionally, with the advanced infrastructure that the TikTok Shop is built on, sellers don't need to manage the checkout or return processes, as the platform handles them. This can help you save on operational overhead and time.
Choosing the Right Platform for Social Selling
If you want to venture into social selling, which platform should you choose between Instagram Shopping and TikTok Shop? The choice will depend on your current goals and stage. New brands are best suited to use TikTok Shop, as there is a large ecosystem that needs new products. The conversion rate is also high, and you will get sales on demand fast. You can figure out the performance of your brand using real sales data rather than just traffic.
For established brands with traffic and an existing audience, they can use TikTok Shop to fuel their growth. On the other hand, Instagram Shopping can be a good choice for building an email list and retargeting. Therefore, while TikTok is more of a discovery engine, Instagram Shopping acts as a secondary channel for your ready audience.
For creators, TikTok Shop is the clear winner when considering a platform to focus on for affiliate marketing. This is because it has a higher commission rate, and the in-app experience means higher conversion and higher commissions.
In Conclusion
TikTok Shop and Instagram Shopping are important platforms for selling your products and taking your brand to the next level, but they also differ in how they work. Therefore, if you are considering one of them, it's important to dig deeper to find out how each platform works. By reading our detailed guide, you should be able to do that. You can read our guide on using TikTok slideshows.