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How Many Gen Z Actually Use TikTok Shop

TikTok Shop floods Gen Z’s FYP, so we ask how many are actually making purchases with it—and what kinds…

Written and Edited by the YPulse Editorial Team

Sep 9 2024
North America

KEY TAKEAWAYS

Over a third of young consumers have used TikTok shop—but young adults are the biggest users by far
Clothes and makeup are their top purchased items on TikTok Shop, especially for young women
Other accessories like shoes, jewelry, and home goods are high on their list, too

Around this time last year, TikTok Shop emerged as a major ecommerce competitor in the U.S., even for giants like Amazon. (Though it feels longer given the way it’s taken over the algorithm.) Retail Insight Network even reported that TikTok Shop aims to reach $470B in e-commerce sales within five years. But the platform’s sudden dominance has forced some countries, like Indonesia, to introduce regulations that ban social media commerce to protect local markets. So, while Gen Z and Millennials have already been shopping their feeds through influencer affiliate links on the app—TikTok Shop is making “one click” shopping even...