In 2025, the social-commerce landscape is shifting fast. TikTok Shop’s gross merchandise value (GMV) is climbing so rapidly that some observers say it’s beginning to rival legacy online marketplaces, while Instagram Shopping continues to generate tens of billions in annual sales. This raises a vital question: TikTok vs Instagram — which platform truly drives more sales for brands, creators, and businesses?

For marketers, creators, and entrepreneurs, this is not just a theoretical debate. The answer affects where they allocate ad budgets, where they post shopping content, and how they shape their commerce strategy. In this post, you’ll gain deep insights, backed by data, expert perspectives, and actionable advice to help you decide which platform deserves your investment in 2025.

  • TikTok excels in impulsive, discovery-driven purchases powered by creators and livestreams.
  • Instagram still dominates catalog-based shopping with its established storefronts, product tagging, and repeat-purchase potential.
  • Key stats:
    • TikTok Shop’s GMV saw explosive growth in 2024–2025, in some markets approaching multimillion or even billion-dollar quarters (Washington Post).
    • During Black Friday 2024, TikTok creators reportedly generated over $100 million in U.S. sales through livestreams (Business Insider).
    • Instagram’s 2024 shopping GMV is estimated in the tens of billions, driven by Meta’s integrated commerce tools (Capital One Shopping).

Defining “Drives More Sales”

Before diving deeper, it’s critical to clarify what “drives more sales” really means. There is no one-size-fits-all metric. Here are the key terms you need to understand:

  • GMV (Gross Merchandise Value): The total value of all goods sold through a platform (before returns or cancellations).
  • In‑app purchases: When users buy directly inside the platform (for example, via TikTok Shop or Instagram Checkout).
  • Ad‑driven traffic: When users click on a paid ad (on Instagram or TikTok) and convert off-platform, on a merchant’s website.
  • Downstream conversions: Sales that happen after someone leaves the app, possibly through a link in a bio, an ad, or a product card.
  • AOV (Average Order Value): The typical amount of money a buyer spends in a single transaction.
  • Repeat buyers: Customers who make more than one purchase over time, contributing to long-term value.

These definitions matter because the way people shop on TikTok is very different from how they shop on Instagram. On TikTok, purchases might be spontaneous — driven by a creator’s review or a flash livestream. On Instagram, purchases tend to come from curated collections, brand storefronts, or return customers who know the brand.

TikTok: The Fast‑Growing Social‑Commerce Force

Explosive Growth & Commerce Momentum

TikTok’s in-app commerce is surging. In 2024 and into 2025, TikTok Shop’s GMV rose sharply, with reports that in some regions its quarterly sales now rival those of established e-commerce platforms. (Washington Post)
On the advertising side, TikTok’s revenue is growing quickly. According to Business of Apps, marketers are increasingly seeing strong ROI from campaigns on TikTok — especially when they leverage creators and organic-style content.

Why TikTok Works for Sales

There are several factors powering TikTok’s success in commerce:

  1. Algorithmic Discovery: TikTok’s For You Page can surface products virally, making discovery native.
  2. Creator-Driven Commerce: Influencers and creators drive shopping intent by integrating product mentions into entertainment content.
  3. Livestream Selling: Livestreams are a major vehicle for impulse buys. Viewers watch, interact, and purchase — all in real time.

Case Study: Canvas Beauty’s Black Friday Livestream

Canvas Beauty is a standout example. During the Black Friday 2024 shopping event, the brand ran a livestream on TikTok that drew tens of thousands of viewers and reportedly generated millions in sales. (Business Insider) The livestream combined product demos, creator Q&A, and limited-time offers — the kind of real-time engagement that fuels impulsive purchase decisions.

Expert Insight

A TikTok Commerce executive once said that the platform’s unique blend of entertainment and retail is turning it into a “discovery-first marketplace”. This model leans heavily on creators, not just ads, to convert viewers into buyers.

Instagram: The Established Shopping Powerhouse

Steady, Scalable Commerce

Instagram’s shopping ecosystem is mature and deeply integrated with Meta’s broader ad network. Estimates suggest Instagram’s 2024 GMV is well over $37 billion, making it a major channel for brands that rely on catalog-based commerce. (Capital One Shopping)

Why Instagram Still Wins for Brands

Instagram offers several advantages that make it ideal for certain types of commerce:

  • Product Tagging & Shops: Brands can tag items directly in posts, Reels, and Stories. Instagram Shops provides a storefront that lives inside the app.
  • Repeat Buyer Engagement: Because people often follow brands, new launches and catalog updates can consistently drive returning customers.
  • Integration with Meta Ads: Brands benefit from Meta’s powerful ad targeting and analytics tools to drive traffic to product pages or external sites.

Case Study: Repurposing TikTok Content for Instagram

Many brands are now creating short-form video on TikTok and then repurposing that content for Instagram Reels and Instagram Shopping. This cross-platform strategy works well: a fun, viral TikTok video becomes a shoppable Reel on Instagram — leveraging TikTok’s creativity and Instagram’s commerce infrastructure. Shopify has noted this trend, highlighting how creators and marketers are bridging both platforms.

Direct Comparison: TikTok vs Instagram

To make the contrast even clearer, here’s a side-by-side evaluation of strengths, weaknesses, and key metrics.

Metric / FeatureTikTokInstagram
GMV (2024–2025)Rapidly growing, in-app commerce spikes (TikTok Shop)Tens of billions in annual GMV (e.g., ~$37B)
Ad RevenueHigh ROI from creator + native content adsStrong Meta Ads integration with product ads
Average Order Value (AOV)Often lower, impulse purchases dominateHigher or mid-range, especially with catalog products
Conversion TypeIn-app, live purchase, impulse-drivenIn-app checkout + off-platform (site)
Customer BehaviorDiscovery → impulse → purchaseBrowse catalog → add to cart → repeat
Content StyleLivestreams, viral videos, creator-ledReels, static posts, product-tagged content
Geographic AdoptionParticularly strong in Southeast Asia, emerging in U.S.Strong globally; mature in Western markets

From this comparison, it’s clear that TikTok shines in discovery and impulse, while Instagram excels at catalog building and long-term customer engagement.

Case Studies & Event‑Driven Insights

TikTok Black Friday vs Instagram Events

Black Friday 2024 was a turning point for TikTok. Leveraging creators, brands held livestream shopping events where limited-time offers, viewer interactivity, and live demos all combined to drive over $100 million in U.S. live-shopping sales (Business Insider).

By comparison, many Instagram brands depend on more traditional Black Friday tactics — curated posts, Stories, product guides, and targeted ads — rather than livestreams. While these tactics generate significant volume, they often lack the same live energy and real-time urgency that TikTok provides.

Brands Testing the Same Creative on Both Platforms

Some savvy marketers run A/B tests by deploying identical creative on TikTok and Instagram. Their goal is to compare which platform delivers better engagement, conversion, and lifetime value. For example:

  • They might run a 15-second product demo video on TikTok (with shoppable link) and on Instagram Reels.
  • They track the click-through rate (CTR), conversion rate, and return on ad spend (ROAS) from both.
  • Early data often shows TikTok driving huge discovery and click volume, while Instagram yields more stable, repeat conversion.

Lessons Marketers Can Learn

  • Timing is everything: TikTok livestreams perform best when tied to big events or product launches.
  • Content style matters: Short, fast, engaging content wins on TikTok. On Instagram, polished, curated visuals and Reels work.
  • Live vs Static: The live-selling format on TikTok amplifies urgency. Instagram more often relies on evergreen content to sustain sales.
  • Cross‑platform repurposing: Brands are getting creative by capturing TikToks and turning them into Instagram ads or Reels — combining discovery and commerce.

To help you decide when and how to use each platform, here are practical strategies based on your business objectives:

Driving Impulse Purchases

  • Lean into TikTok: Use short-form video, livestreams, and creator partnerships.
  • Encourage real-time engagement: Feature limited-time discounts, countdowns, and exclusive drops.
  • Use TikTok native shopping features like product links, TikTok Shop, or livestream checkout.

Building Loyalty & Repeat Buyers

  • Focus on Instagram: Build your catalog with well-tagged products and a cohesive storefront.
  • Create Reels that highlight new arrivals, upsells, and behind-the-scenes stories.
  • Use Instagram’s Checkout (where available) or link to your website with optimized landing pages.

Maximizing High-Value or Niche Product Sales

  • Use a cross‑platform strategy: Launch a TikTok campaign to generate buzz and discovery, then drive warm audiences to Instagram for detailed product exploration and checkout.
  • Retarget TikTok viewers on Instagram with product-tagged ads or Collection Ads via Meta.
  • Measure performance across platforms: track which channel contributes more to AOV and customer lifetime value, not just first purchase.

Actionable Test Plan for Brands

Here’s a step-by-step test plan to help you evaluate TikTok vs Instagram for your own business:

  1. Design a 48-hour A/B campaign
    • Create identical creative for both platforms (e.g., 15-second demo or launch video).
    • Use TikTok Shop or product links in TikTok. On Instagram, use Reels + product tagging or link to checkout.
  2. Define your KPIs
    • Engagement: views, likes, comments
    • Clicks: “shop now” or “buy” links
    • Conversions: in-app purchases, external site sales
    • ROAS: return on ad spend for each platform
  3. Allocate your budget
    • Choose a split based on your goals. For discovery, allocate heavier to TikTok. For catalog or return business, tilt toward Instagram.
    • Monitor performance live and be ready to reallocate if one platform outperforms early.
  4. Track the funnel
    • Use analytics tools to capture engagement → clicks → conversions.
    • Create a simple “experiment funnel” graphic:
      • Engagement → Click → Conversion
      • Label it with your performance data after 48 hours
  5. Evaluate & Iterate
    • Compare key metrics from both platforms after your test.
    • Identify which platform delivered better conversion, higher AOV, or stronger ROI.
    • Refine your strategy (creative, targeting, budget) based on your findings.

Bottom Line & Future Outlook

TikTok vs Instagram isn’t about picking a winner; it’s about aligning the right platform with your commerce goals. In 2025:

  • TikTok is the go-to for discovery, impulse purchases, and event-driven commerce.
  • Instagram remains unmatched for catalog-based businesses, repeat buyers, and structured storefronts.

Looking ahead, a few key trends will likely shape the future:

  • Livestream adoption will grow further, especially outside of Asia.
  • Platforms may evolve their commerce rules and monetization options.
  • Cross-platform attribution will become more refined, making it easier to credit the full customer journey.
  • Regulation and consumer data privacy may force new ways of measuring and driving sales.

Question for you to ponder: Which platform will your brand prioritize in 2025 — TikTok, Instagram, or both — and why?

FAQ

What does “sales” mean when comparing TikTok vs Instagram?
Sales can refer to in‑app purchases (like through TikTok Shop or Instagram Checkout), or downstream conversions when users click ads to buy on a merchant’s website.

Which platform has a higher average order value (AOV)?
Generally, Instagram tends to have a higher AOV because its shopping behavior leans more toward catalog purchases, while TikTok’s purchases are often impulse buys.

Is TikTok better than Instagram for live-selling?
Yes. TikTok’s livestream format is more embedded in creator culture, making it especially powerful for real-time commerce.

How should I split my budget between TikTok and Instagram?
It depends on your goal. For discovery or flash sales, lean into TikTok. For catalog-based or repeat customer campaigns, allocate more to Instagram. Run tests to refine your allocation.