TikTok Offers New Insight Into Users’ Shopping Habits

By Brittany Siminitz | June 16, 2022

Most retailers are just getting used to upping their Instagram game these days, getting hold of the platform’s e-commerce tools and TikTok-competing short video capabilities.

The savviest among them have a TikTok presence, often combining efforts between the two platforms. But even those might benefit from a handful of tips when it comes to selling there.

To flip those who question the merits of even creating a TikTok account, the platform recently released an update to its “Path-to-Purchase Report,” a deep dive into how TikTok clips drive consumer action, and the key elements that can improve marketing performance in the app, with data sourced by working with Material.

“On TikTok, the purchase journey doesn’t end when the order confirmation is sent,” reads TikTok’s blog. “Even after a purchase is complete, the TikTok community helps amplify the brands and products they engage with—before, during, and after the point of purchase—to help new audiences discover items they’ll love.”

Word-of-mouth endorsement is huge on the platform—the “TikTok Made Me Buy It” trend on the app has consumers posting rave reviews that keep product conversations flowing well past purchase—and according to the study, users are twice as likely to recommend a product or service they’ve discovered on TikTok than on other platforms.

It’s reported that nearly three in five users discover new brands and products on TikTok, and the key to capturing user attention is to build a brand presence there. The most common way the social community learns about new brands is through a company’s post—a fact that is not unique to TikTok. What sets the platform apart, however, is that TikTok’s audience is reportedly 15% more likely to use the app to research new brands or products, something that 55% of users reportedly do. It’s also reported that 57% of users look for more information on products that interest them off the app, a reported 84% above traditional social platforms. Of that percentage, 65% is said to do research online, while 54% say they seek to learn more in person.

Here are some numbers that show the power of engaging with your audience: Only 14% of users don’t take a post-purchase action—those who do continue to engage with brands through asking questions and writing reviews. Ultimately, 58% of audience members convinces someone else to use a product, according to TikTok.

Consistency is key, TikTok suggests, when it comes to establishing your brand on the app. The platform offers more tips on its blog.