TikTok Tops For Social Media-Based Shopping, Study Finds

By: Trademagazin editor Date: 2023. 03. 02. 09:41

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Livestream shopping on social media has gained popularity since the COVID-19 pandemic, blending engaging content with an option to purchase products, and indeed many analysts are predicting that ‘social commerce’ could represent an increasingly-lucrative retail channel as the decade progresses.

With this in mind, GlobalData’s Social Media Analytics Platform undertook research among influencers to determine the most-discussed social media app related to shopping, with video-sharing platform TikTok emerging on top, accounting for a 38% share of voice.

Other popular social media applications for shopping include YouTube (27% share of voice), Pinterest (22%), Instagram (7%) and Snapchat (6%).

TikTok’s rise to prominence was underpinned by the launch of its e-commerce platform TikTok Shop in the US in November 2022, as a big push towards making its app as a shopping destination.

According to GlobalData, influencers that participated in the study believe that the full checkout process in the TikTok app ‘will create interest for more brands to participate in the near term’.

According to one influencer, Olivia Moore, consumer partner at Andreessen Horowitz: “For consumers, TikTok becomes a shopping destination – with a personalised Shop tab and order tracking in-app. Product pages have reviews and info on how many others have ordered the item, as well as a way to enter coupons shared on creator livestreams.”

ESM