Scroll, spot, buy: Why fashion and lifestyle shopping is growing on Instagram

A fashion jewellery market is emerging on Instagram, driven by reels, styling videos and user-generated posts on the Meta-owned social media platform that connect instantly with digital native shoppers. Brands such as Lili Origin, Attrangi, Dhora India, Just Lil Things and Hannan, which have come up over the past few years, have helped bridge the gap between browsing and buying, with third-party logistics players acting as key enablers, according to industry executives.

“Several brands indicate that customer acquisition costs on Instagram are often lower than on Google, particularly since discovery is driven organically rather than through ads,” said Abhishek Bansal, cofounder and chief executive at the new-age logistics startup Shadowfax.