TikTok has shared a few insights with regards to e-commerce on the platform, further committing itself to the industry’s growth on its turf.
E-commerce is due for a bit of a wind down since we’ve effectively stepped out of pandemic territory entirely (let’s hope I didn’t just jinx it). However, some things have changed entirely; you can’t lock someone in their home for a year and a half and expect no changes to their daily routine. People have become incredibly familiar with e-commerce over the pandemic, and even if the industry relaxes or plateaus for a while, it doesn’t seem to be going anywhere near 2019 levels of engagement. We’ve effectively raised the roof on online transactions, and will be relying on them increasingly for future reference. With TikTok having the double advantage of being a universally successful social media platform that also caters heavily to younger individuals (often regarded as reliable consumers), it’s natural that higher-ups will want to hone in on potential profits.
As it is, the insights reveal that shoppers are more likely to make spur-of-the-moment purchases online as opposed to in real-life retail marketplaces. They are also more likely to make immediate purchases through the app’s stream marketplaces, even when compared to other online retailers. As for where users typically encounter such purchases, 87% of the TikTok population find their products during live streams; 76% find consumer objects via hashtags in popular posts; and 51% encounter products from advertisements. All of these options, as one can note, directly profit TikTok by either incentivizing influencers to set up shop on the platform, or by proving to advertisers the worth of hawking their wares via the site.
TikTok also has a healthy stream of consumers to boot; 61% of TikTok users have engaged with consumerism on the platform, 56% discover new brands of interest via ads, and 48% remain routinely interested in making online purchases. 20% of consumers even associate their happiness with purchasing via TikTok, specifically stating that e-commerce on the platform made them happy. Is that a troubling sign of late-stage capitalism infecting the general masses? Yes, but how are you going to explain that to a community that mostly comprises kids?
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E-commerce is due for a bit of a wind down since we’ve effectively stepped out of pandemic territory entirely (let’s hope I didn’t just jinx it). However, some things have changed entirely; you can’t lock someone in their home for a year and a half and expect no changes to their daily routine. People have become incredibly familiar with e-commerce over the pandemic, and even if the industry relaxes or plateaus for a while, it doesn’t seem to be going anywhere near 2019 levels of engagement. We’ve effectively raised the roof on online transactions, and will be relying on them increasingly for future reference. With TikTok having the double advantage of being a universally successful social media platform that also caters heavily to younger individuals (often regarded as reliable consumers), it’s natural that higher-ups will want to hone in on potential profits.
As it is, the insights reveal that shoppers are more likely to make spur-of-the-moment purchases online as opposed to in real-life retail marketplaces. They are also more likely to make immediate purchases through the app’s stream marketplaces, even when compared to other online retailers. As for where users typically encounter such purchases, 87% of the TikTok population find their products during live streams; 76% find consumer objects via hashtags in popular posts; and 51% encounter products from advertisements. All of these options, as one can note, directly profit TikTok by either incentivizing influencers to set up shop on the platform, or by proving to advertisers the worth of hawking their wares via the site.
TikTok also has a healthy stream of consumers to boot; 61% of TikTok users have engaged with consumerism on the platform, 56% discover new brands of interest via ads, and 48% remain routinely interested in making online purchases. 20% of consumers even associate their happiness with purchasing via TikTok, specifically stating that e-commerce on the platform made them happy. Is that a troubling sign of late-stage capitalism infecting the general masses? Yes, but how are you going to explain that to a community that mostly comprises kids?
