TikTok Commerce 2023

Should US Brands and Retailers Sign Up for TikTok Shop?

Report by Jasmine Enberg  | UPDATED: Nov 30, 2023
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Table of Contents
Report Snapshot
TikTok is expanding its US commerce capabilities, but it’s a complicated task.
TikTok Shop is a nice-to-have, not a need-to-have.
Sources
Media Gallery
About This Report
TikTok Shop is far from DOA, but early reports suggest its rollout hasn’t been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.
Topics
Social Commerce
Digital Shoppers & Buyers
United States
Table of Contents
Report Snapshot
TikTok is expanding its US commerce capabilities, but it’s a complicated task.
TikTok Shop is a nice-to-have, not a need-to-have.
Sources
Media Gallery

Note: This report was published prior to TikTok Shop’s US launch in September 2023. Click here for our “Social Commerce Forecast 2023” report.

Report Snapshot

If any social app can make live commerce and in-app checkout happen, it’s probably TikTok—it’s already a formidable social commerce platform, especially among Gen Z. But we have serious questions about TikTok Shop’s viability amid slowing social commerce growth, low uptake of live shopping, and the possible US TikTok ban.

Key Question: Is TikTok Shop a must-have for brands and retailers?

Social Networks Where US Adults Are Likely to Make Purchases Directly, Gen Z vs. Total, Q1 2023 (% of respondents)
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KEY STAT: More than two-thirds (68%) of US adult Gen Zers were likely to make a purchase on TikTok, on par with YouTube and behind only Instagram, per a Q1 2023 Jungle Scout survey.

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Table of Contents

  1. Report Snapshot
  2. TikTok is expanding its US commerce capabilities, but it’s a complicated task.
  1. TikTok Shop is a nice-to-have, not a need-to-have.
  2. Sources
  1. Media Gallery

Charts in This Report

Social Networks Where US Adults Are Likely to Make Purchases Directly, Gen Z vs. Total, Q1 2023 (% of respondents)Where US Adults Start Their Online Product Searches, Gen Z* vs. Total, Q1 2023 (% of respondents)
TikTok Is a Rising Force in Social Commerce, 2020-2026 (social buyers by platform, millions)US Adults Who Have Participated in Live Shopping, by Generation, Dec 2022 (% of respondents)
Under 25% of US Livestream Viewers Buy Products During a Live Shopping Show (% of respondents, Dec 2022)US In-Store Adult Gen Z and Millennial Shoppers at Select Retailers, March 2023 (% of total in-store shoppers per retailer)
Product Categories Purchased During a Livestream by US Internet Users, Oct 2022 (% of respondents)

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First Published on Jun 7, 2023

authors

Jasmine Enberg

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst