One-Third of Americans Have Shopped at TikTok Shop Only 10 Months After Launch

Ecommerce marketing company Omnisend surveyed 1,000 US citizens and found that since TikTok Shop’s launch in the US last September, 33% of Americans have already made a purchase on the platform.

This meteoric rise can largely be attributed to Gen Z, as 56% of Zoomer respondents have shopped at the TikTok Shop in the past year – almost two times more than other generations. 36% of Gen Z shop there at least once a month. With Gen Z set to overtake Baby Boomers in the workforce this year, their spending behaviors carry a lot of weight.

“With Gen Z rapidly entering the workforce and emerging as a formidable economic force, their unique preferences and digital fluency are reshaping the online retail landscape,” says Greg Zakowicz, senior ecommerce expert at Omnisend.

“”By launching an ecommerce platform and targeting Gen Z consumers, TikTok has entrenched itself deeper into the US economy, strategically arming itself against the threat of a ban.””

Long shipping times and pushy advertising are the main complaints about TikTok’s ecommerce venture

For those who shop at TikTok Shop, beauty products (31%) and clothing (29%) are the most popular items to purchase. Respondents note that they appreciate the prices (36%) and quality (35%) of items listed on the platform. 

However, not all is great for TikTok Shop, as overall, customers rate TikTok Shop 7 out of 10 — considerably lower than the ecommerce giants and competitors Amazon (8.4) and Walmart (8). Respondents note that long delivery (25%) and too much advertising (20%) are their main complaints about TikTok Shop and a likely reason for the lower rating.

“TikTok has placed a big bet on ecommerce and so far they have been successful. The personalized shopping experience and access to unique items have allowed TikTok to find its niche in the crowded ecommerce market. However, as our research has shown, TikTok’s reliance on advertising its shop in the main ‘feed’ has already started to annoy users of its principal feature. Clearly, it’s a fine line between promoting your new venture and preserving your main one,” says Greg Zakowicz, senior ecommerce expert at Omnisend. 

Is selling on TikTok Shop worth the hassle?

“TikTok Shop has proven itself to be a good platform to sell your products, especially if you already have a notable social media presence or have a successful ecommerce business and want to expand your audience,” says Greg Zakowicz, senior ecommerce expert at Omnisend. 

“If you are just starting out though, more established platforms such as Amazon or Walmart could be a better option because of their vast logistics network and access to a huge customer base. At the end of the day, don’t put all of your eggs in one basket, and diversify your point of sale.”

Zakowicz recommends smaller businesses use marketing tools designed specifically for ecommerce needs. Omnichannel marketing platforms can help businesses manage all of their marketing actions (emails, SMS, push notifications, reviews, and more) in one place. This helps smaller businesses save both time and money.