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08/10/2021

Survey: Shopping via TikTok explodes

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture

In the past 12 months, the number of consumers shopping on TikTok has increased by more than six times.

According to a recent survey of members of Bazaarvoice’s Influenster online product review community, shopping via the TikTok (567%), Twitter (300%), and Pinterest (250%) social media platforms has increased dramatically in the past 12 months. However, during that time period, the top choice for where to shop online was a brand’s website (77%) followed by Instagram (54%).

[Read more: Young consumers drive social shopping trend]

More than half of respondents said they are “sometimes” influenced to buy a new and “unknown” brand from a social media platform. Almost three-quarters (73%) of respondents indicated that they had shopped for a new brand recently from from social media, and 55% said they had opted for a new brand over their go-to-brand.

The survey indicates that the top three drivers for why consumers choose a new brand from social are:
    Relevance: based on consumer needs/wants (50%).
    Product benefits/features/ingredients (49%).
    Price (29%).

Respondents would rather purchase beauty products (89% vs. 35%) and health/wellness products (42% vs. 24) from social media vs. in-store, respectively. The survey further indicates that social media usage and influence has intensified, as 84% of respondents strongly agree or agree that their time on social media has increased over the past 12 months.