33% of Americans shop on TikTok Shop, with Generation Z becoming the main consumer group

Recently, according to a survey by e-commerce marketing company Omnisend, 33% of Americans have purchased goods on the TikTok Shop since it opened in the United States. 56% of Generation Z have shopped on TikTok Shop in the past year, almost twice as many as other generations. 36% of Generation Z shop on TikTok Shop at least once a month.

As Generation Z rapidly enters the workforce and becomes an important economic force, their unique consumer preferences and proficiency in the Internet are reshaping the online retail landscape. By launching an e-commerce platform and targeting Generation Z consumers, TikTok is not only taking deeper roots in the U.S. economy, but also strategically arming itself to resist the threat of a U.S. ban.

Beauty products (31%) and clothing (29%) are the most popular items on TikTok Shop. Customers also give high marks to the price (36%) and quality (35%) of the platform’s products.

However, in terms of customer reviews, TikTok Shop scored 7 out of 10, lower than competitors such as Amazon (8.4) and Walmart (8). Long delivery time (25%) and too many ads (20%) are the main reasons for customer dissatisfaction with TikTok Shop.

While it’s true that personalized shopping experiences and one-of-a-kind merchandise have helped TikTok find its niche in a crowded e-commerce market, research shows that TikTok’s reliance on using paid in-feed promotion tools to promote its store has begun to annoy users who watch videos just for entertainment. Clearly, there’s a fine line between promoting new businesses and protecting the main business.

Overall, TikTok Shop is a great platform for selling products, especially for brands that already have a presence on social media, or already have a successful e-commerce business and want to expand their audience. On the contrary, if a brand is just starting out, more mature platforms such as Amazon or Walmart may be a better choice because they have a large logistics network and a large customer base. In this competitive market, diversifying sales channels and carefully choosing the platform that suits your business are still the keys to success.

Author✎ Summer/
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