Why Instagram Shopping Failed and How Brands Are Thriving Without It

Instagram Shopping, launched in 2017, was envisioned as a game-changer in social commerce. Meta, the parent company of Instagram, introduced features such as product tagging, in-app checkout, and storefronts to create a seamless shopping experience. By 2020, entire full-screen storefronts became available, allowing businesses to showcase their products directly on the app. Meta projected that social commerce would boom, with the global market expected to reach $1.2 trillion by 2025.

However, as of 2025, Instagram Shopping has been largely scaled back or discontinued, leaving brands to adapt to the platform’s new priorities.

The rise and fall of Instagram Shopping

Instagram Shopping’s initial features, such as the Shop tab and live shopping, allowed users to discover and purchase products without leaving the app. Despite its potential, the platform faced several challenges:

Misalignment with Instagram’s core purpose: Instagram has always been a space for social connections, not commerce. Users primarily engage with friends, family, and creators, making it difficult for e-commerce to gain significant traction.

Limited global rollout of in-app checkout: The lack of a universal in-app checkout limited the reach and functionality of Instagram Shops, particularly in international markets.

Meta’s shift in focus: Meta pivoted to prioritize engagement-driven features, such as AI-powered advertising and Reels, over shopping functionalities.

The gradual removal of features began in January 2023, when the Shop tab was eliminated from the home page. By early 2025, live shopping and product tagging were discontinued, and Meta introduced new AI tools like Advantage+ Catalog Ads to refocus on personalized advertising.

How brands are thriving without Instagram Shopping

Despite the decline of Instagram Shopping, brands continue to find innovative ways to engage audiences and drive sales on the platform. Key strategies include:

Reels and short-form videos

Reels, Instagram’s response to TikTok, have become a cornerstone of brand marketing. These short, engaging videos allow businesses to showcase products in action. Videos that demonstrate product features or highlight benefits tend to perform well, as engagement drives algorithmic promotion to wider audiences. Enhanced video editing tools, like Instagram’s Edits app, further empower brands to create polished content.

Influencer partnerships

Influencers remain a vital element of Instagram marketing in 2025. Collaborations with micro-influencers—those with niche, loyal audiences—yield high engagement and credibility. These partnerships help brands connect with targeted demographics and build trust with potential customers.

User-generated content (UGC)

Brands encourage followers to share their experiences through UGC, which serves as powerful social proof. Customers’ photos and videos featuring products often drive up to 50% more engagement, as they resonate with viewers and enhance authenticity.

Augmented reality (AR)

AR features allow users to virtually "try" products before purchasing. From makeup to furniture, AR enhances the online shopping experience and builds confidence in purchasing decisions. This technology remains a key tool for retail advertising on Instagram.

Adapting to Instagram’s evolving landscape

For brands looking to thrive on Instagram in 2025, strategic adaptation is essential. Here’s how to effectively promote products:

- Use Reels to create engaging, shareable content that highlights product features.

- Partner with influencers who align with your brand and target audience.

- Encourage customers to share UGC and leverage it in marketing campaigns.

- Utilize Meta’s AI tools to design targeted ad campaigns.

- Experiment with AR to provide virtual product demonstrations.

Tools like Stormlikes enhance visibility

In an increasingly saturated marketplace, services like Stormlikes allow brands to boost engagement. By increasing likes, followers, and views, businesses can improve visibility on the Explore page and users’ feeds. Higher engagement translates to greater credibility and higher ROI, helping brands build trust and convert more customers.

While Instagram Shopping may have failed to meet expectations, its decline doesn’t signal the end of opportunities for brands. By leveraging alternative strategies such as Reels, influencer partnerships, UGC, and AR, businesses can continue to thrive. With the right approach, Instagram remains a powerful platform for connecting with audiences and driving sales in 2025.