Highlights. 150 million Americans and 5 million U.S. businesses used TikTok in 2023.
- TikTok Shop was launched in the United States in September 2023 allowing TikTok users to purchase directly through the app.
- 81% of TikTok Shop sales in the U.S. are health and beauty products.
- TikTok is the 4th most popular social commerce platform in the U.S. with 8.2% of online consumers using the site for shopping in 2023.
- While TikTok livestream shopping is yet to catch on in the U.S., users of the Chinese version of the app (Douyin) spent $223 billion during live commerce events in 2022.
TikTok Shopping Market Statistics
Americans spend an estimated $7 million per day shopping on TikTok.
- In 2023, there were an estimated 33.3 million social media shoppers on TikTok, up 40.5% from 2022.
- Projections indicate that the number of TikTok shoppers will grow 6.2% annually to 39.5 million by 2026.
- In 2023, 39% of Americans reported being likely to purchase directly from TikTok.
- By 2026, 39.9% of American TikTok users are predicted to make at least one purchase per year on the platform.
- 37.4% of TikTok users in the U.S. made at least one social e-commerce purchase in 2023, up 119% from 2021.
- By 2027, an estimated 42.7% of users will purchase through the platform.
- In 2023, TikTok generated $3.84 billion in consumer spending worldwide.
- Consumer spending on TikTok grew 15.7% from $3.32 billion in 2022.
TikTok User Statistics
Over 150 million Americans are active TikTok users.
- Americans spent a total of 4.43 billion minutes per day watching TikTok videos in 2023.
- Adult TikTok users spend an average of 54 minutes per day on the platform, 64% more time than Instagram users on Instagram.
- 33.7% of TikTok users in the U.S. are 19- to 25-year-olds, the most of any age group.
- 26.8% of U.S. TikTok users are 26- to 32-years-old; 16.6% are 33- to 39-year-olds.
- There are an estimated 2.05 billion TikTok users worldwide, up 6.71% from 2023.
- By 2027, a projected 2.25 billion people will use TikTok globally.
- TikTok is available in over 150 countries and over 50 languages.
- TikTok is the most downloaded app in over 40 countries.
- 52% of TikTok users worldwide are male; 48% are female.
- As of the fourth fiscal quarter (Q4) of 2023, there were 232.2 million TikTok downloads worldwide.
TikTok Product Discovery Statistics
49% of users say that TikTok creators inspire them to explore the products and brands they promote.
- 10% of Americans have discovered new products on TikTok.
- 5% of all online shoppers start their online product searches on TikTok.
- 18% of 18- to 24-year-old shoppers and 9% of 25- to 34-year-olds rely on TikTok as their primary source for product information.
- Up to 22% of TikTok users research products on TikTok before using other search methods.
- 71.2% of TikTok shoppers are inspired to shop when they stumble across something of interest in their feed.
- 58.2% of TikTok shoppers use the platform for shopping inspiration; 47.9% use TikTok to gather product information.
- 39.1% of TikTok shoppers actively search for products on the platform.
- 52% of TikTok users who encounter content from small businesses on the platform have gone on to make a purchase.
- 82% of TikTok users have discovered a small or medium-sized business on TikTok before hearing about the brand elsewhere.
- 33% of users have discovered new products on TikTok from a promotional video posted by a brand.
TikTok Shopping Purchase Behavior
73% of users feel a deeper connection to the brands they interact with on TikTok.
- Approximately 60% of TikTok users are more likely to trust a brand they learn about through an influencer than from an in-feed advertisement.
- Brand trust increases by 41% after viewers consistently see ads on TikTok.
- Seeing ads on TikTok can increase brand loyalty by 31%.
- Viewers are 33% more likely to identify with a brand after seeing a TikTok ad.
- 67% of TikTok users have been inspired to shop for a product they saw on the platform even when they weren’t looking to make a purchase.
- 68% of users report remembering a brand better when its content uses music they like; 58% feel a stronger connection to brands using favored music.
- 31% of TikTok users purchase products to fit in with friends or align with trends.
- 41% of TikTok users purchase items because they spark joy.
- 55% of American TikTok users have made an impulse purchase on social media.
Gen Z TikTok Shopping Statistics
44.7% of all TikTok users belong to Generation Z (born 1997-2012).
- As of 2023, 78% of Gen Z Americans use TikTok.
- 52.5% of Gen Z consumers use TikTok monthly for shopping or product discovery.
- TikTok is the preferred social shopping platform of 29.1% of Gen Z consumers.
- 43% of Gen Z consumers use TikTok as their starting platform when searching for products.
- In 2023, 68% of Gen Z consumers said they would likely purchase directly on TikTok.
- 29% of Gen Z Americans discover new products on TikTok, a 190% higher rate than consumers as a whole.
TikTok Shop Statistics
The TikTok Shop launched in the United States in September 2023.
- There are three ways for customers to shop on TikTok Shop: live shopping, shoppable videos, and product showcase.
- Live shopping allows creators to pin a product on the screen during a livestream that customers can tap to shop for the item.
- Shoppable videos allow creators to include a product link in an in-feed video for customers to tap to shop.
- Product showcase enables brands to set up a shop within the TikTok app for customers to purchase directly through the business’s profile.
- 81% of U.S. sales in the TikTok Shop come from health and beauty brands.
- The Top 5 selling categories in the TikTok Shop are facial skin care, supplements & vitamins, lip cosmetics, cologne & perfume, and body lotions & treatments.
- TikTok Shop is already the 14th largest health and beauty e-commerce retailer in the U.S.
- 15% of TikTok Shop sales volume is food; 4% comes from household care brands.
U.S. TikTok Shop Adoption
8% of Americans have used TikTok Shop, TikTok’s online marketplace.
- 30% of daily TikTok users in the U.S., 29% of weekly users, and 25% of monthly users have tried TikTok Shop.
- Up to 26% of American TikTok users have never heard of TikTok Shop.
- 41% of TikTok users who say social media influences the clothing they purchase have tried TikTok Shop and liked it.
- 25% of daily Amazon shoppers have tried TikTok Shop.
- 5% of American consumers shopped for holiday gifts on TikTok Shop in 2023.
- In 2023, 15% of Gen Z consumers and 8% of Millennials (born 1981-1996) shopped for holiday gifts on TikTok Shop.
TikTok Influencer Marketing Statistics
62% of TikTok users say that creator or influencer collaborations are the best way for brands to connect with their customers.
- Branded creator collaborations have a 27% higher ad recall rate than traditional social advertising.
- Partnering with a TikTok creator on an ad can boost view-through rates by up to 193%.
- The TikTok Creator Marketplace is a platform with over 800,000 qualified creators brands can collaborate with to promote products.
- Paid influencer recommendations prompt 44.7% of TikTok consumers to shop for products.
- 50% of marketers used TikTok influencers as part of their marketing strategy in 2023.
- From 2022 to 2023, TikTok influencer marketing spending grew 27.8%.
- U.S. brands spent a total of $989.6 million on TikTok influencer marketing in 2023.
- In 2024, TikTok influencer marketing spending is expected to reach $1.25 billion up 26.7% from 2023.
- TikTok influencer marketing spending is expected to grow 82% faster than total influencer spending in 2024.
TikTok Affiliate Program Statistics
Affiliate links on TikTok have a 5.2% engagement rate, a 160% higher rate than on Instagram.
- Over 100,000 creators use the TikTok Shop affiliate program.
- TikTok influencers with up to 50,000 followers have a 30.1% engagement rate for affiliate links, 1570% higher than comparable Instagram influencers.
- TikTok influencers with 50,000 to 100,000 followers have a 14.5% engagement rate, 480% higher than Instagram.
- TikTok influencers with 100,000 to 200,000 followers have a 7.0% engagement rate, 204% higher than Instagram.
TikTok Direct Marketing Statistics
On average, brands active on TikTok receive over 200,000 views per post.
- Three weeks after being exposed to an ad on TikTok, users report 14% higher trust and 9% higher loyalty to the brand.
- Users are 19% more likely to view the brand as credible and recommend the product to a friend after viewing an ad on TikTok.
- Over 1,000 major brands have TikTok Business Accounts.
- The average engagement rate for brand posts on TikTok is over 9%.
- Direct advertising spending on TikTok grew 23.1% between 2022 and 2023, a 16.9% slower rate than influencer marketing.
- TikTok accounts for an estimated 6.5% of paid video ad spending in the U.S.
- Marketers spent an estimated $5.47 million on in-feed TikTok video advertising in 2023.
- All paid advertisements on TikTok are marked with a “Sponsored” or “Ad” icon.
Social Commerce Market Statistics
American consumers spent an average of $628 shopping on all social media platforms in 2023, up 21.3% from 2022.
- Total social commerce sales in the U.S. are expected to reach $82.82 billion in 2024.
- Global social commerce sales across all platforms totaled $1.3 trillion in 2023 and are projected to increase 56.6% annually to $5.0 trillion in 2028.
- In the U.S., social commerce sales totaled $64.8 billion and are expected to grow 26.2% annually to $149.6 billion in 2028.
- 60.8% of American content creators plan to increase their time spent on social commerce significantly in the future.
- Free shipping is the top reason consumers have purchased an item via a social commerce platform at 21.8%.
- Distrust in social media is the top reason consumers have not purchased items through a social commerce platform at 30.6%.
- 57% of advertising professionals believe that shoppable video content is the next big thing in retail media.
- 20% of Americans have participated in livestream e-commerce as of 2022.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.