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.

Line Graph: U.S. TikTok Social Buyers in millions from 2020 (3.5) to 2022 (23.7) with projections to 2026 (39.5) according to Insider Intelligence

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.  

Line Graph: Time Americans Spend on TikTok per day in years from 2019 (1,301) to 2023 (8,425) with projections to 2025 (9,874) according to Insider Intelligence

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.

Stacked Bar Graph: Most Popular Brands on TikTok by number of followers in millions according to Statista

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. 

Stacked Bar Graph: How Users Shop on TikTok according to Insider Intelligence

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. 

Bar Graph: TikTok Use by Age Group; 0 to 11 (5.1%), 12 to 17 (69.7%), 18 to 24 (76.2%), 25 to 34 (54.0%), 35 to 44 (38.9%), 45 to 54 (16.3%), 55 to 64 (13.9%), 65+ (6.7%) according to Statista

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.  

Pie Chart: U.S. TikTok Shop Sales by Category; Health & Beauty (81%), Food (15%), Household Care (4%) according to NielsenIQ

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.

Grouped Bar Graph: TikTok Shop Buyers by App Usage according to NielsenIQ

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.

Grouped Bar Graph: Influencer Marketing Spend by Platform in millions 2023 & 2024 according to Insider Intelligence

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.

Grouped Bar Graph: Influencer Affiliate Link Engagement Rate (TikTok vs. Instagram) according to Insider Intelligence

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.

Bar Graph: Impact of TikTok Ads for brands 3 weeks after ad exposure; credibility (+19%), trust (+14%), loyalty (+9%), likelihood to recommend (+19%) according to TikTok

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.

Line Graph: Projected U.S. Social Commerce Sales in billions from 2023 ($64.81) to 2028 ($149.59) according to Statista

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.


  1. Insider Intelligence, eMarketer Topics
  2. Statista, Markets
  3. Nielsen IQ, TikTok Shop: A new retail disruptor
  4. Civic Science, News & Insights
  5. Jungle Scout, Article Library
  6. TikTok, Newsroom