Key Stats
• 258K Instagram creators have an e-commerce store on one of the 22 e-commerce platforms.
• 42,86% of creators use Etsy, making it the most-used e-commerce platform by IG creators.
• The top 3 niches of IG creators with e-commerce stores are Arts & Entertainment comprised of 13 sub-niches, Lifestyle comprised of 1 sub-niche, and Travel & Nature comprised of 7 sub-niches.
Why is this important?
Creators with e-commerce stores by niche and follower count
The most dominant niche of creators is Arts & Entertainment, followed by Lifestyle, Travel & Nature, Music, and Fashion.
However, creators in each niche vary by their follower count.
For example, in the Art & Entertainment niche, 34.3% of creators have 1K-10K followers, while the same group of creators accounts for 46.1% in the Fitness niche.
Another example is the Education niche where the number of creators with >1K followers (44.2%) and 1K-10K followers (42.6%) is almost the same.
Niches & Sub-niches
How many e-commerce platforms are there on IG?
How many IG creators have a link to their e-commerce store?
Top 10 e-commerce platforms on IG
Creators with e-commerce stores by follower count
Methodology
The report is based on the analysis of our entire Instagram database with 65M creators.
The process for the niches and sub-niches is separated into two parts, determining the primary niche for every user and later determining a more concrete and specific sub-niche. (Image 1)
The types of classification that are used for primary niche classification are:
- Classification using the categories that every user can choose for himself on Instagram;
- Classification using the same categories as keywords;
- Classification using keywords (similar words and synonyms).
- Classification using natural language processing.
The types of classification that are used for sub-niche classification are:
- Classification using natural language processing.
We found 258K creators with e-commerce stores by searching for creators that have an external link to their e-commerce store in their Instagram bio or in their link-in-bio. In those external links, we identified 22 domains of e-commerce platforms. (Images 2 & 3)
To figure out which are the top 10 e-commerce platforms, we divided the 258K creators by the e-commerce platform of their choice. Then, we calculated the percentage by dividing the number of creators for each platform by the total number of creators with e-commerce stores and fractioning it by 100%. (Image 4)
For creators with e-commerce stores by the number of followers, we divided them into 5 follower groups. We counted how many creators belong in each group for every e-commerce platform and added the total numbers for the groups. (Image 5)
To calculate the percentage of creators in each follower group, we divided the number of creators in each follower group by the total number of creators and fractionated it by 100%. (Image 5)
