The boutique marketplace increased sales during the November–December 2021 holiday season with its shop on Instagram, taking advantage of the platform’s shopping solutions to generate $234,000 in sales.

One-stop-shop boutique

Founded in 2011, Jane is a curated boutique marketplace that offers women’s fashion, accessories, home décor, children’s clothing and more from a wide range of small businesses, big brands and designer names.


in sales from Jane’s shop on Instagram


of sales on Instagram came from tagged content


units sold from Jane’s shop on Instagram


orders from Jane’s shop on Instagram

By adapting and improving our Instagram shopping strategy this holiday season, including utilizing live shopping events and Instagram drops, we were able to double Instagram gross merchandise value year over year.
Boosting seasonal sales

Jane wanted to increase store traffic and boost sales by making it easier for shoppers to find products that interested them during the November–December 2021 holiday season.

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A customized shopping destination

Jane uses a shop on Instagram to help people browse its product catalog, add products to their cart and place orders via checkout on Instagram. Over time, the brand has honed its strategies for success on the platform. With the November–December holiday season approaching, it took advantage of numerous shopping solutions from Instagram to deploy these strategies and spur more sales.

To provide a better shopping experience on Instagram, Jane tagged products in its posts. The tags highlighted shoppable items and allowed people to discover additional details by clicking through the product details page. From there, customers could complete their purchases without leaving Instagram. To guide people, Jane set up a series of stories describing how to shop its posts, saving these stories as a highlight on its profile, and used hastags like #taptoshop to emphasize the simplicity of the process.

Using insights provided by Commerce Manager, the team analyzed store traffic and the types of products that were popular among various customer demographics such as age and gender. This information helped the team understand what customers were looking for and to anticipate which products and product categories were likely to be popular during the upcoming holiday timeframe. Guided by the customer research, the team curated a variety of collections within Jane’s shop. Each collection featured related products likely to appeal to holiday shoppers, such as seasonal home décor.

Knowing that its audience on Instagram has different interests than its audience on Facebook, the team ensured that its Instagram posts were generally geared toward trendy or high-fashion styles versus more family-oriented content.

Jane also used Instagram Live as a channel for interacting with more shoppers in a genuine way. With multiple live shopping events on Instagram throughout the month of November, including during the busy Black Friday weekend, Jane provided shoppers with an experience reminiscent of being physically in-store as they could watch hosts bring featured clothing, accessories and décor to life.

Jane determined the results of the November 1–December 31, 2021 holiday use of its shop on Instagram using Commerce Manager, which revealed:

  • $234,000 in sales from Jane’s shop on Instagram
  • 81% of sales on Instagram came from tagged content
  • 10,487 units sold from Jane’s shop on Instagram
  • 7,190 orders from Jane’s shop on Instagram

These results were provided by Jane based on campaigns run in November and December 2021 and are not the result of a controlled study. Your results may vary.

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Utilizing Instagram helped us not only reach our 2021 social holiday goals, but exceed them.