Instagram Shop & Consumer Behavior in the Supplement Market

Wednesday, June 11, 2025

Instagram is evolving rapidly—from an inspiration platform to a fully integrated sales channel. This transformation is particularly impactful in the world of social commerce, especially when it comes to lifestyle-driven products like nutritional supplements. But how exactly does the platform’s shopping feature influence consumer behavior among younger audiences?

Instagram as a Sales Channel: The Rise of Social Commerce

What started as a photo-sharing app has grown into a seamless shopping environment. With product tags, story links, and “view products” buttons, users can shop directly from their feed—without ever leaving the app. This shift is part of the broader social commerce trend, where content, emotion, and purchase options merge into a single user journey.

Supplements benefit especially from this setup. These products are emotionally charged, visually appealing, and lend themselves well to influencer storytelling. The result: trust is built quickly, and impulse buying becomes more likely—especially for Gen Z, a generation deeply immersed in social media culture.

Instagram Shopping — source: presentation of Daniel Berchdolt

Theoretical Foundation: The S-O-R Model

To understand Instagram’s influence, we can apply the S-O-R model (Stimulus – Organism – Response):

Stimulus: Visual content, discounts, influencer-driven posts
Organism: Trust, interest, emotional activation
Response: Clicking on a product, viewing details, initiating a purchase

Instagram’s shop function works as a low-barrier trigger. The leap from passive scrolling to active buying becomes almost frictionless—especially when paired with strong visuals and familiar creators.

Case Study: Neosupps as a Social Commerce Example

The Instagram presence of @neosupps was analyzed in a qualitative content study, with compelling results:

Visual Design: Consistent brand colors, high-quality images, lifestyle aesthetic
Language: Motivational tone, direct CTAs, use of emojis
Product Integration: Frequent product tagging in posts and stories
Community Engagement: Active likes, comments, and follower interactions

One example: a seasonal “Happy Easter” post showcases a featured supplement with a product tag. A single tap reveals the product name, price, and quick-access dropdowns for details—all within the app. The content is emotionally resonant, visually polished, and functionally direct.

Social Proof Drives Trust

Another key factor is social validation. Comments, likes, and story interactions function as digital word-of-mouth. When users see others engaging with a post, it reinforces trust. Additionally, seeing that a brand like Neosupps has over 70,000 followers strengthens the impression of legitimacy and relevance.

Supporting Data: Postbank Digital Study 2024

The Postbank Digital Study 2024 reinforces these insights. It found that German teens and young adults (ages 16–24) are heavily influenced by social media shopping features, especially when recommendations come from influencers. For emotionally charged products like supplements, Instagram acts not just as inspiration but as a primary sales channel.

This is where Instagram’s true power lies: combining emotional storytelling, strong visuals, and seamless shopping options in a native digital space.

Strategic Takeaways for Brands

Based on the findings, here are clear recommendations for brands targeting Gen Z:

Work with micro-influencers: They build trust more effectively than big-name endorsers
Tell stories, not just show products: Lifestyle context matters
Ensure visual consistency: Build brand recognition across posts
Use product tags and links strategically: Make shopping intuitive
Foster community interaction: Encourage comments, reply, and build dialogue
Be transparent: Offer clear product info, returns, and delivery details

Conclusion: Instagram Shopping Drives Emotion & Sales

Instagram has emerged as a powerful e-commerce channel, particularly effective for emotional and lifestyle-related products like supplements. With features like product tagging and in-app shopping, brands can now turn casual content consumers into customers—without redirecting them to external websites.

Brands such as Neosupps demonstrate how social commerce can succeed: with the right balance of authenticity, visual appeal, and community engagement, Instagram becomes more than a marketing tool—it becomes a direct sales driver.

🎓 Author: Daniel Berchdolt – Student at IU International University of Applied Sciences. This article was developed as part of the Summer Semester 2025 under the supervision of Prof. Dr. Richard Geibel for the E-Commerce Institute Cologne.