Comparison
Instagram Live vs YouTube Shopping
Instagram Live
YouTube Shopping
Model
Type
Social platform
Social platform
Audience
Platform brings the audience
You bring your audience
Checkout
Links / manual
Your own store
Selling
Selling formats
Comment to claim · Giveaways
Buy it now
Fulfillment
Seller handles shipping
Seller handles shipping
Makes money via
No platform fee
Affiliate / ads
Fees
No platform fee on live selling; you pay whatever your tools and checkout charge.
No YouTube sales commission on your own products; affiliate commissions are set by the merchant (often 5-20%).
Capabilities
Shoppable replays
No
Yes
Affiliate network
No
Yes
1:1 clienteling
No
No
Reach & fit
Sells
fashion · vintage · jewelry · beauty
beauty · tech · fashion · creator brands
Best for
Sellers who already have an Instagram following and use an outside tool to handle checkout.
Established YouTube creators and brands with subscribers who want to sell during videos and lives.
Facts
Since
—
2022
Ownership
Meta
Google
Based in
Menlo Park, USA
San Bruno, USA
marks where they differ · “—” means not verified