Instagram usage by online shops in the UK per segment

91% of the top 500 online shops in the UK that are selling products mainly in the category Fashion, and for which information about social media usage was researched, have a profile on Instagram. This represents the maximum percentage among all categories that were considered in the analysis.

Share of online stores in the UK using Instagram, by category (in %)

Characteristic	Share of online stores with a profile on Instagram
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Supplementary notes

The e-commerce market 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.

For more information please visit our methodology page on ecommerceDB.com.

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