Instagram usage by online shops in different countries| ��ƽ��

Share of online stores using Instagram, by country (in %)

Characteristic	Share of online stores with a profile on Instagram
U.S.	86%
UK	81%
Germany	75%

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Release date

September 2021

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Region

Worldwide

Survey time period

2020

Supplementary notes

The encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.

The following are not included in the e-commerce market: marketplace platforms only, digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

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Citation formats

86% of the top 500 online shops in the U.S. for which information about social media usage was researched, have a profile on Instagram. This represents the maximum percentage among all countries that were considered in the analysis.