Comparison
TikTok Shop vs Instagram Live
TikTok Shop
Instagram Live
Model
Type
Social platform
Social platform
Audience
Platform brings the audience
Platform brings the audience
Checkout
Native, in-platform
Links / manual
Selling
Selling formats
Buy it now · Drops · Giveaways
Comment to claim · Giveaways
Fulfillment
Integrated fulfillment
Seller handles shipping
Makes money via
Commission · Affiliate / ads
No platform fee
Fees
Commission varies by category (around 6%) plus a payment fee; check TikTok's current seller terms.
No platform fee on live selling; you pay whatever your tools and checkout charge.
Capabilities
Multistream
No
—
Shoppable replays
Yes
No
Affiliate network
Yes
No
1:1 clienteling
No
No
Reach & fit
Sells
beauty · womenswear · menswear · accessories · home · kitchen · health & wellness · electronics · toys · food & drink
fashion · vintage · jewelry · beauty
Best for
Brands with everyday products — beauty, fashion, home — that want reach and creators doing the selling.
Sellers who already have an Instagram following and use an outside tool to handle checkout.
Facts
Since
2023
—
Ownership
ByteDance
Meta
Based in
—
Menlo Park, USA
marks where they differ · “—” means not verified