by AMZScout T.posted on 11.11.2024

16 Must-Know TikTok Shop Statistics and Insights for 2024

TikTok was launched in 2016 and rapidly gained popularity with its short, engaging videos. The platform has since become a powerful driver of product trends, so posts that go viral can have a huge impact on product demand. To harness this influence, TikTok has also introduced TikTok Shop—a feature that lets users discover, buy, and sell products all in one place. Now the platform has become a major force in social commerce, and is even competing with giants like Amazon.

In this article, we’ll explore the latest TikTok Shop statistics and give you a closer look at this dynamic e-commerce player.

Please be aware that this information is current only as of the publication date of this article.

1. Overall TikTok Stats

Before we dive into TikTok Shop stats, let’s take a moment to explore some key facts about TikTok itself. As a social media platform, TikTok ranks fifth in popularity, following the four major Meta platforms and YouTube.

TikTok is accessible both as a mobile app and through its website. In the second quarter of 2024, the app achieved an impressive milestone, having been downloaded over 252 million times.

Meanwhile, the TikTok website has secured the 19th position in terms of visibility, attracting more than 2.5 billion visits in September 2024. Notably, the USA leads in website traffic, contributing around 415 million visits to TikTok, highlighting its significant presence in the U.S. market (according to Semrush).

2. How Popular is TikTok Shop?

TikTok Shop has gained significant popularity, particularly among younger generations like Millennials and Gen Z. In fact, in the second quarter of 2023, TikTok Shop secured the second highest spot among social media platforms used for purchasing products by members of Generation Z, with Instagram taking the lead. This impressive ranking highlights the platform's appeal to this particular audience.

Nowadays, consumers are increasingly drawn to video content, and many spend significant amounts of time watching videos. This trend makes TikTok an ideal platform for targeting impulse buyers, as its engaging format captivates viewers and encourages spontaneous purchases. In fact, an impressive 55% of all impulse orders in 2022 were made through TikTok, highlighting its effectiveness in driving buyers to make purchases.

3. How Many People Shop on TikTok?

Stats have shown that 58% of TikTok users shop directly on the platform—meaning that over 1 billion people in the world, and around 70 million in the United States alone, engage in TikTok shopping. One key reason people give for their frequent usage is the personalized content offered by TikTok Shop’s algorithms, which actually connect users with brands that best suit them.

4. How Many Sellers Are There on TikTok Shop?

According to recent statistics, there are approximately 15 million merchants on TikTok worldwide, with around half a million of them based in the United States. As the influence of TikTok Shop continues to grow, an increasing percentage of individuals are expressing more interest in joining the platform to make money. However, selling on TikTok isn’t as straightforward as it may seem; it requires careful consideration of various factors.

If you want to learn how to sell on TikTok, be sure to check out this comprehensive guide.

It explains the concept of the TikTok Store, provides step-by-step instructions for setting it up, and offers valuable tips on what kinds of products you can sell and how to optimize your store for increased earnings.

5. TikTok Shopper Demographics

What kinds of people are buying stuff on TikTok? Let's paint a portrait of the typical TikTok shopper. This person usually falls within a younger age range, as TikTok serves as a main source for shopping for more than a third of Generation Z and younger Millennials under 34.

While more than half of TikTok users are men, it’s actually female Gen Z shoppers who drive the majority of sales. Recent research indicates that TikTok Shop targets a higher percentage of women in Gen Z (75%) compared to men (62%).

In terms of purchasing preferences, male Gen Z consumers tend to buy more books, games, and electronics. The most notable difference is seen in terms of beauty products, where female Gen Z shoppers purchase nearly three times more than their male counterparts.

6. Consumer Behaviour

In 2022, 24 million people in the U.S. made a purchase on TikTok, and that number is expected to reach 40 million by 2026. That’s a massive audience, making it well worth examining consumer behavior on this platform. Here are a few key insights:

TikTok as inspiration: For 60% of TikTok users, the platform is their go-to source when thinking about how to shop, as it sparks interest in products they might not have discovered otherwise.
Ads drive purchases: Ads on TikTok are highly influential, with 56% of U.S. buyers in 2022 reporting that they made a purchase directly inspired by an ad they saw on the app.
Time spent on TikTok Shop: When we observe how long people spend on TikTok, the figures are impressive. According to Statista, in 2023, Americans spent 45 hours/month on the platform. The global average time spent on TikTok is over an hour daily, with users browsing products while they watch videos.

This level of engagement proves that TikTok is not only a powerful marketing channel, but also a unique space where shopping blends seamlessly with entertainment.

7. Where is TikTok Shop Popular?

As a Chinese platform, TikTok Shop has established a strong presence in Asian countries, with nearly two-thirds of all TikTok Shops located there, while the U.S. ranks fifth, accounting for 12% of the total sales. Notably, Thailand leads the way with the highest Gross Merchandise Value (GMV), reaching nearly $3 billion, in contrast to the U.S., which follows with a GMV of $854 million.

8. How Much Do People Spend on TikTok Shop?

When thinking about how TikTok orders are billed, the answer is a little sad: the average order value is just $43, which is nearly half of what users pay when placing an order on Instagram. While cheaper products contribute to this figure, there are several other things at play:

Trust concerns: Many people have doubts regarding the quality of products offered on TikTok Shop.
Brand awareness: Many brands on TikTok are less established, which leads to lower consumer confidence and a reluctance to spend money.
Target demographic: TikTok's user base tends to be younger, often including those with less disposable income compared to older users on platforms like Instagram.

These factors collectively contribute to the lower average order value.

9. What Are the Best Items to Sell on TikTok Shop?

TikTok Shop has emerged as a prominent selling platform for fashion and beauty items. In fact, in 2023, 85% of the most frequently-purchased products in the U.S. were from the beauty and health categories. As of early October 2024, the top-selling products include perfumes (with sales reaching 82,000 units), and T-shirts (which have sold over 60,000 units).

Here’s a fun fact: the hashtag #retinoid garnered over 4.8 billion views, making it the most viewed skin trend and showcasing its potential as a profitable product to sell.

Many products featured on TikTok often go viral, quickly gaining popularity and high demand. To stay informed about trending items and get strategies for leveraging top-selling products for new business opportunities, consider ordering a professional TikTok Shop Trends Report.

10. How Does TikTok Perform Compared to its Competitors?

In terms of performance, TikTok ranks highly in social commerce. According to Statista, in 2024, TikTok ranks third after Facebook and Instagram as a leading social media platform for delivering the best experience in social commerce.

Among Chinese platforms, TikTok also holds a strong position. Americans rate TikTok at 7.15 out of 10, which is higher than Shein, Temu, and AliExpress. However, this still falls short of Amazon, which is rated higher at 8.4 out of 10.

11. TikTok Shop Revenue

With such a vast audience and influence, you might wonder: what kind of profit can TikTok generate? In December 2023 alone, TikTok Shop’s revenue reached $349 million. The platform's immense success has even made its owner the richest person in China.

12. Marketing on TikTok Shop

TikTok is considered one of the top platforms for marketing. In the U.S., it ranked third in 2020 with an estimated market penetration of 36%, which is projected to reach 55% by 2025. This growth can be attributed to its wide reach and persuasive power; nearly 70% of TikTok users report that they are likely to check out a brand after seeing it on the platform.

Notably, in 2020, advertising spending on TikTok by the global clothing and accessories industry reached $95 million, making it the most expensive category for ads on the platform. This substantial investment underscores the effectiveness of TikTok as a marketing channel, particularly for brands looking to engage younger audiences and leverage the app's unique format for product promotion.

13. How Do TikTok Influencers Impact Shopping?

TikTok has emerged as a powerful platform for social commerce, significantly influencing consumer behavior. According to recent research, 78% of TikTok shoppers discover products through influencers, demonstrating the substantial impact of influencer marketing on purchasing decisions. As a result, hiring influencers has become a robust strategy for promoting products.

However, the fees charged by influencers can also be quite substantial. According to Statista, influencers with over one million followers earn an average of $1,200 per post, which is a considerable amount. Notably, Forbes has recognized Charli D'Amelio twice in its lists of the highest-paid TikTok stars, with her annual earnings estimated at $17.5 million.

14. Leading TikTok Stores

If you're interested in exploring examples of successful TikTok stores, check out those with the highest total GMV, according to Aftership's statistics:

Paradox (based in Vietnam): Over $300 million in apparel sales
MadeByMitchel (based in the UK): Over $30 million in beauty products
PandaEyes (based in Malaysia): Over $30 million in sales at their outlet

Interestingly, the U.S. ranks 9th for gross merchandise value (GMV), with nearly $20 million in sales generated by a popular store for Rotating Curling Irons, which has 1.3 million followers.

15. Political Issues

In April 2023, it was all over the news that President Biden had signed an executive order to potentially ban TikTok in the U.S., citing data security concerns. Since TikTok is owned by a Chinese company, some members of the government view this as a potential threat to national security. If TikTok’s ownership isn’t transferred, the ban could take effect in 2025.

Public opinion on the matter is divided: 30% of Americans strongly support the idea of Chinese stakeholders selling their shares in TikTok. Support for a ban is especially high among Republicans, with 40% in favor, compared to 21% of Democrats.

16. TikTok Shop Safety

Given the concerns about TikTok potentially being banned due to data safety issues, it’s important to consider the overall safety of TikTok Shop. On Trustpilot, TikTok has a low rating of just two stars, primarily due to its unsatisfactory customer support service.

Many users find themselves unable to log in after being hacked, and TikTok often doesn’t intervene. As a result, criminals can continue to make purchases from these compromised accounts, which makes it seem less safe for users to add their payment information to the platform.

Conclusion

Though a U.S. ban may be on the horizon for 2025, TikTok continues to be a powerful tool for brands and sellers to connect with a vast audience. Its interactive shopping experience is driving steady growth, with further expansion expected. As a trendsetter in social commerce, TikTok is reshaping the future of e-commerce.