- TikTok Shop ties with Instagram as top social shopping app for Gen Z adults.
- Millennials and Gen Z aged 18-26 are the most active buyers.
- TikTok’s recommendation algorithm drives repeat purchases.
TikTok Shop, the e-commerce arm of the popular video-sharing app, has quickly gained ground among Gen Z adults in the US.
A recent report by Morning Consult reveals that TikTok Shop is now tied with Instagram as the top social app for purchases among 18- to 23-year-olds, followed by YouTube, Facebook, Snapchat, and Pinterest.
Millennials and Gen Z: the big spenders on TikTok Shop
Millennial and Gen Z users aged 18 to 26 emerged as the most active buyers on TikTok Shop compared to younger Gen Zers and Gen Xers.
Claire Tassin, a retail and e-commerce analyst at Morning Consult, attributes this trend to the high-volume shopping habits and significant spending power of these age groups, particularly in categories frequently promoted on social media, such as apparel.
TikTok Shop has demonstrated its ability to retain customers, with a significant portion of millennial and Gen Z respondents reporting multiple purchases on the platform.
The app’s recommendation algorithm, designed to show users more of what they like, likely contributes to this success in driving repeat purchases.
What’s next for TikTok Shop?
TikTok’s impressive growth in e-commerce can be attributed to its heavy investments in the rollout of its Shop platform, including subsidies, promotions, and discounts.
However, the platform’s long-term success remains to be seen as competitors like Instagram and Facebook shift their focus to partnerships with external e-commerce platforms.
The enduring popularity of shopping features on Meta’s apps suggests that TikTok may face challenges in maintaining its early momentum.
