Report: One-Third of Americans Have Shopped at TikTok Shop Only 10 Months After Launch

E-commerce marketing company Omnisend surveyed 1,000 U.S. citizens and found that since TikTok Shop’s launch in the U.S. last September, 33 percent of Americans have already made a purchase on the platform.

This meteoric rise can largely be attributed to Gen Z, as 56 percent of Zoomer respondents have shopped via TikTok Shop in the past year — almost two times more than other generations. In fact, 36 percent of Gen Z shop via TikTok Shop at least once a month. With Gen Z set to overtake baby boomers in the workforce this year, their spending behaviors carry a lot of weight.

With Gen Z rapidly entering the workforce and emerging as a formidable economic force, their unique preferences and digital fluency are reshaping the online retail landscape. By launching an e-commerce platform and targeting Gen Z consumers, TikTok has entrenched itself deeper into the U.S. economy, strategically arming itself against the threat of a ban.

Long Shipping Times, Pushy Advertising Are Top Complaints About TikTok Shop

For those who shop at TikTok Shop, beauty products (31 percent) and clothing (29 percent) are the most popular items to purchase. Respondents note that they appreciate the prices (36 percent) and quality (35 percent) of items listed on the platform.

However, not all is great for TikTok Shop, as overall, customers rate TikTok Shop seven out of 10 — considerably lower competitors such as Amazon.com (8.4) and Walmart (8). Respondents note that long delivery timelines (25 percent) and too much advertising (20 percent) are their main complaints about TikTok Shop and a likely reason for the lower rating.

TikTok has placed a big bet on e-commerce and so far it has been successful. The personalized shopping experience and access to unique items have allowed TikTok to find its niche in the crowded e-commerce market. However, as our research has shown, TikTok’s reliance on advertising its shop in the main "feed" has already started to annoy users of its principal feature. Clearly, it’s a fine line between promoting your new venture and preserving your main one.

Is Selling on TikTok Shop Worth the Hassle?

TikTok Shop has proven itself to be a viable platform for a brand to sell its products, especially if it already has a notable social media presence and/or a successful e-commerce business and wants to expand its audience. However, if you're just starting out, more established platforms such as Amazon or Walmart could be a better option because of their vast logistics networks and access to huge customer bases. At the end of the day, don’t put all of your eggs in one basket; diversify your point of sale.

Smaller businesses would be wise to use marketing tools designed specifically for their e-commerce needs. Omnichannel marketing platforms can help businesses manage all of their marketing actions (e.g., emails, SMS, push notifications, reviews, and more) in one place. This helps small businesses save both time and money.

Greg Zakowicz is a veteran marketer and the senior e-commerce expert at Omnisend, the all-in-one e-commerce marketing automation platform.