Question of the WeekWhat Product Category Has the Highest Buying-to-Discovery Ratio on Instagram among US Social Media Shoppers? Coresight Research March 23, 2020 QUESTION OF THE WEEK: What Product Category Has the Highest Buying-to-Discovery Ratio on Instagram among US Social Media Shoppers? The buying-to-discovery ratio—the proportion of respondents who make purchases on Instagram as a percentage of those who use the platform to research or discover products—is the highest for the apparel and footwear category on Instagram, at 83%. This is closely followed by products in beauty segments, which together see a buying conversion of 80.3% of US social media shoppers. This document was generated for Other research you may be interested in: Weekly US Store Openings and Closures Tracker 2025, Week 18: Skechers To Close Multiple Stores; Whole Foods Market To Open Smaller-Format StoresCanada Store Openings and Closures Tracker 2026: Toys“R”Us and Claire’s Close StoresHoliday 2025 Survey Insights: Shopping Continues To Accelerate as the Homestretch ApproachesInnovator Profile: Nectar Social—Elevating Consumer Engagement Through Agentic Social Commerce
