TikTok Shop is becoming a popular shopping destination in the US, with shoppers under 60 spending an average of $708 on purchases in 2024, according to a survey by PartnerCentric.
November 2024 was a standout month for TikTok Shop, with Black Friday and Cyber Monday driving over $100 million in single-day sales.
The platform also saw a 165% year-on-year increase in shoppers. In total, 37% of Americans under 60 have made a purchase on TikTok Shop, spending an average of $59 per transaction.
In particular, TikTok Shop is the most popular amongst younger shoppers, firstly Gen Z, followed by millennials and then Gen X.
The most popular categories among shoppers were personal accessories, followed by household items.
Despite the rise in TikTok Shop purchases, customer satisfaction is low, with 25% of shoppers stating they regret at least one purchase from the platform. Additionally, 25% of shoppers reported that the purchases were impulsive.
A recent report also revealed that Americans have increased their impulsive purchases amid economic fears.
One aspect driving TikTok shop sales is influencer suggestions, with the top valued suggestions from influencers being product recommendations followed by recipes.
Additionally, the research reveals that 63% of Americans under 60 take advice from influencer and 50% of purchases on the platform come from influencer posts.
Consumers also reported that they would spend $95 on a product recommended by a trusted influencer.
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