Stephanie Chevalier
E-commerce research and editorial expert
E-commerce on TikTok – statistics & facts
TikTok, the international version of Douyin, a video-sharing social media platform introduced in China in 2016, has not only revolutionized the landscape of online content consumption but is also pioneering a new era in social commerce. Given its undeniable potential, brands and marketers are embracing a creative and authentic approach to their campaigns, capitalizing on viral challenges and trending topics to forge distinctive connections with their audiences. In recent years, TikTok has incorporated built-in shopping features in the TikTok Shop, enabling users to make purchases without leaving the app. This integration has given rise to an innovative model of online commerce, where social interaction, entertainment, and shopping seamlessly converge to create a unique ecosystem.
From inspiration to impulse buying
TikTok’s popularity has skyrocketed. The social media platform is especially popular among Gen Z shoppers, for whom TikTok is the second leading social media platform for purchases, only after Instagram. Many social media users engage with social media for shopping inspiration - and inspiration often turns into an impulse purchase. According to a 2022 survey, TikTok was the number one social media platform for impulse buys. A different study from the same year revealed that more than seven out of ten global TikTok shoppers immediately started shopping after stumbling across items in feeds or live stories. Among app users in the U.S. who purchased products based on others’ posts, TikTok was the number one platform where this occurred.TikTok is reshaping the face of beauty
Not all product categories have equal chances on new social commerce platforms - beauty is by far the most popular e-commerce category on TikTok. The popularity of beauty in social commerce is no coincidence. Cosmetics, body care, jewelry, and accessories perfectly lend themselves to the influencer sales model on social media. In the first month since the grand opening of TikTok Shop U.S., a shocking 85 percent of sales were made in the beauty care category. Huda Beauty, Rare Beauty, and Maybelline were among the most popular cosmetics brands on TikTok in 2023, with millions of followers and hashtag views.
