US consumer spending trends: TikTok Shop orders to grow 158% in 2024

It is learned that recently, Coefficient Capital and The New Consumer released the latest US consumer trend report. In the third quarter of 2024, US consumers' spending on TikTok Shop has exceeded the amount paid on Shein, indicating the rapid growth of TikTok Shop in the US market.

The report shows that 60% of Generation Z consumers say they use TikTok every day. Moreover, 50% of shoppers have purchased goods on TikTok. In addition, three-quarters of shoppers will make repeated purchases on TikTok, and some consumers have also completed repurchases of the same products on Amazon and Temu.

Among the popular product categories on TikTok Shop, fashion and apparel are the most popular, with about 45% of consumers purchasing clothing or accessories. This is followed by beauty and personal care (44%), and electronics and accessories (28%).

The popular products on TikTok Shop are: the No. 1 selling product, Unbrush hair comb, with sales of over 1.1 million units; followed by The Shadow work notebook, with sales of over 772,000 units; then NcmRyu body shaper, with sales of over 2.2 million units; and finally the No. 4 selling product, MySmile whitening kit, with sales of over 400,000 units.

Between November 2023 and November 2024, the average order value of TikTok Shop was $35, each consumer completed an average of 5.3 transactions, and American spending on TikTok Shop increased by 158% year-on-year in November 2024. Although the products on TikTok Shop are generally lower priced, the platform has a very high repurchase rate, with 90% of consumers saying they would buy again in the future.

Data shows that although many consumers spend more on TikTok Shop than Shein, consumers still dominate spending on traditional e-commerce platforms compared to traditional e-commerce giants such as Amazon, Target and Walmart. Amazon's market share remains strong, with more than 80% of American consumers expressing a favorable impression of Amazon and spending more on Amazon, Target and Walmart.

Author✎ Summer/
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