Shopping on TikTok grows 553% in the last 12 months

Shopping on the popular short video platform TikTok increased by 553% in the last 12 months, according to the latest research from Bazaarvoice’s product discovery & review platform Influenster. 

The increase can be attributed to the viral #TikTokMadeMeBuyIt challenge where users shoot videos reviewing the products that they buy after seeing on TikTok.

Also Read: TikTok begins testing in-app shopping, sources say

In the meantime, shopping on Instagram grew 189% and shopping on Facebook grew 160%.

Although it saw a relatively less growth rate than TikTok, Instagram remains the top at the social commerce market with 64% of users shopping on its platform. 

The company launched shopping in Reels globally in December and made shopping in IGTV globally available in October. 

In addition, Pinterest saw a 356% increase in consumers making purchases, boosted by its new partnership with e-commerce giant Shopify.

Pinterest announces new video-based shopping ad products

The research also found that 70% of shoppers said they used a social media network to buy products from a new brand last year.

“The impact of the pandemic on social commerce is significant.’’ said SVP EMEA at Bazaarvoice. ‘’Over the past year, commerce has become a cornerstone feature for social platforms, as consumers have spent more time on social apps. Brands that have realised this opportunity have succeeded, as consumers are now more likely to see – and be influenced by – brand advertising, user generated content (UGC) and influencer posts” 

Written by Sophie Blake


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