From discovery to purchase, TikTok is undoubtedly changing holiday shopping. Glimpse explored how consumer behaviors are shifting–both when it comes to TikTok as a whole and TikTok Shop, what drives user behavior changes, and what retailer strategies work best. Dive in to decide if taking the TikTok Shop plunge is right for your business!
As we enter the holiday shopping period, many of us are faced with an urgent question: Should I market my business on TikTok Shop?
TikTok isn't just for doomscrolling anymore—it's a marketing channel transforming how businesses engage with consumers. We all know that TikTok content influences the purchasing decisions of many users on other platforms. But did you know that since its launch in September 2023, TikTok Shop has achieved more than $11 billion in direct sales, proving to be an increasingly valuable opportunity for brands.
We wanted to explore how TikTok is impacting holiday shopping and consumer habits at large. To do so, we surveyed 304 TikTok users in the United States using Glimpse's market research platform. Here’s what we learned—and how you can integrate TikTok Shop into your marketing strategy effectively.
Understanding TikTok’s Impact on Consumer Behavior
With over 1 billion monthly active users, TikTok has redefined how brands connect with their target audiences. The platform's personalized For You Page combines entertainment and discovery, making it a great marketing channel for trend-driven shopping. Using Glimpse’s platform, we discerned the most notable ways TikTok is changing consumer behavior during the holiday season:
When asked, ‘What content influences you most to make purchases?’ the top three responses were:
These options outperformed professional advertisements and influencer-sponsored collaborations, signaling a shift to authentic, personalized content as the dominant force in consumer decisions.
This commercial strength is not surprising, as TikTok Shop offers a smooth shopping experience with a convenient and fast in-app checkout process. It combines entertainment with discovery, making this platform great for brands that want to adapt to changing consumer habits.
Who Shops on TikTok Shop? A Deep Dive into Consumer Profiles and Purchase Drivers
While TikTok Shop’s rise is inevitable, what do we know about the people who use this platform to make purchases? Using Glimpse’s advanced segmentation tool, we identified and analyzed a key group of consumers: Current TikTok Shoppers.
We chose to focus especially on respondents who…
Utilizing Glimpse's 'Chat with a Segment' feature, we asked the Glimpse AI-powered dashboard a set of questions about this segment. Here’s what we found:
Looking at the entirety of the dataset, we asked the same question and discovered nearly identical statistics.
Why this is interesting…
Both TikTok Shoppers and TikTok Users share the same top motivations for TikTok Shop. However, less than half of respondents have already made a purchase on TikTok Shop. The trendline is clear: As TikTok Shop continues to mature, more users are likely to become active shoppers.
These trends make TikTok Shop an increasingly attractive marketing channel for brands. However, success requires a deliberate marketing strategy tailored to the platform's unique audience and features.
Steps for Success on TikTok Shop:
To make TikTok Shop a cornerstone of your marketing plan, focus on:
As consumer behaviors evolve, TikTok Shop offers a valuable opportunity for brands with a data-driven marketing plan. By aligning your marketing strategy with TikTok's dynamic ecosystem, your business can build long-term success while staying connected to your target audience.
Use Glimpse to Understand Your Target Audience
At Glimpse, we make data-driven marketing simple. Our advanced market research tools provide you with the insights you need to understand your target audience, develop tailored marketing strategies, and refine your marketing plan for maximum impact. From conversations with virtual personas to AI analytics that synthesize all your data into easy-to-consume insights, we empower brands to stay ahead in dynamic marketplaces like TikTok Shop.
Imagine choosing a target audience–anyone from RPG gamers in California to make-up influencers in Germany–, sharing a rough TikTok video (or content strategy or brand partnership) to their mobile phones, and then discovering in minutes what is most likely to resonate.
Ready to unlock your brand's potential? See for yourself how Glimpse can transform your approach—book a demo today!
From discovery to purchase, TikTok is undoubtedly changing holiday shopping. Glimpse explored how consumer behaviors are shifting–both when it comes to TikTok as a whole and TikTok Shop, what drives user behavior changes, and what retailer strategies work best. Dive in to decide if taking the TikTok Shop plunge is right for your business!
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