The popularity of social media and particularly Instagram grows steadily. People use the different platforms to share pictures as well as videos and to communicate with friends. The potential of social media platforms is also being used for marketing purposes and for selling products. While for Facebook and other online social media platforms the purchase decision factors are investigated several times, Instagram stores remain mainly unattended so far. The present research work closes this gap and sheds light into decisive factors for purchasing products offered in Instagram stores. A theoretical research model, which contains selected constructs that are assumed to have a significant influence on Instagram user´s purchase intention, is developed. The hypotheses are evaluated by applying structural equation modelling on survey data containing 127 relevant participants. The results of the study reveal that ‘trust’, ‘personal recommendation’, and ‘usability’ significantly influences user’s buying intention in Instagram stores.