Humans of TikTok: Shoppers admit #TikTokMadeMeBuyIt

The Asia-Pacific (APAC) region is home to over 4.3 billion people—more than 60% of the world’s population¹ . It’s no surprise that APAC is also the world’s largest e-commerce market, achieving USD1.7 trillion in total retail e-commerce revenue in 2023².

TikTok users in APAC are shopping more frequently, with 78% saying they shop every week³. As more consumers flock to online platforms to discover, search, and buy products, branded content has become increasingly central to the overall shopping experience.

TikTok is at the forefront of content-driven e-commerce, educating and entertaining consumers on a product before they purchase. It integrates product discovery with entertainment value for all kinds of shoppers. Today, consumers want to make intuitive, not impulsive, decisions—and they crave engaging content that educates, entertains, and inspires them throughout their purchase journey.

As seen on TikTok

Captivating content that not only grabs attention but also generates genuine interest and excitement among users is the driving force behind the #TikTokMadeMeBuyIt phenomenon. Similar to the “As Seen On TV” craze of decades past, this phenomenon has sent consumers scrambling for products seen on TikTok rather than commercials and infomercials.

But what sets this phenomenon apart is the reason behind the purchase.

Instead of enticing consumers with massive discounts, #TikTokMadeMeBuyIt runs on entertainment value and the joy of product discovery. TikTok’s unique position facilitates product discovery throughout the consumer journey with direct-to-consumer channels, third-party marketplaces, and offline stores. With TikTok Shop, we enable brands and other sellers to creatively showcase their products for users to discover and purchase. With its integrated in-app checkout process, product discovery and purchase all happen in one place, reducing friction for users who want a hassle-free shopping experience.

Shoppers are always on the hunt for their next big purchase. Whether looking for a bargain or influencing others to try certain products, Shoppers now turn to social media, especially TikTok, to discover new products and enjoy hassle-free online shopping.

TikTok is a kaleidoscope of captivating people from all walks of life, with nearly everyone on TikTok being a Shopper in some shape or form. After all, everyone has bought something at least once in their lives. Shoppers on the platform have different passions and distinct stories to share depending on what drives their shopping behaviors, whether they’re looking for mega-discounts or the latest novelty products. Let’s meet these Shoppers to understand what drives their purchase decisions.

Meet our TikTok Shoppers

Overall, TikTok Shoppers are mostly 25- to 34-year-olds who use the platform more than once a day (62%). They prefer to shop online and in-store (78%) for the latest products in fashion (61%), beauty (60%), and food and beverage (58%).

However, four distinct TikTok Shoppers emerged based on their shopping habits and content preferences:

1. The Bargain Hunters

2. The Inspirational Shoppers

3. The Effortless Shoppers

4. The Purposeful Shoppers

While their shopping habits might differ, one key characteristic unites them all: most of them prefer to shop online and in-store on a weekly basis.

The Bargain Hunters

As their name suggests, these Shoppers are always on the hunt for a great bargain. They carefully compare prices, search for promo vouchers, and read customer reviews to get the best deals and discounts on their purchases. For these Shoppers, great value finds are the name of the game, with 70% waiting for products to go on sale before making a purchase.

However, their value hunting goes beyond the price tag: they make thoughtful decisions based on a product’s durability, functionality, and long-term value. On the platform, you’ll see them actively seeking smart swaps and affordable indulgences. They’re also most active during Mega Sales, their favorite times of the year.

TikTok connects with Bargain Hunters at every step of their purchase journey: 89% discover new brands or products on TikTok and are 1.3x more likely to add to their cart due to promo content they saw on the platform.

The Inspirational Shoppers

Sometimes it’s not about the discounts—it’s about the thrill of the shopping experience. Inspirational Shoppers have a finger on the pulse of what’s hot right now, becoming early adopters of the latest trends, and influencing others to discover new products and brands. They make intuitive decisions based on trending content rather than extensive product searches.

You can see these Shoppers jumping on the #TikTokMadeMeBuyIt trend a lot, with 7 in 10 buying something after seeing it on the platform. For these Shoppers, TikTok is their primary product discovery engine, with 94% discovering new brands or products on TikTok.

The Effortless Shoppers

Nothing says effortless more than a one-click, hassle-free, fast #SelfCheckout process. These Shoppers prioritize convenience and efficiency above everything else, preferring to shop for everything online so they can browse a wide range of products from the comforts of home.

Effortless Shoppers love e-commerce sites and apps that provide personalized recommendations and offer automatic reordering based on their past purchases without leaving the platform. Indeed, these Shoppers like to keep their business in one place: 52% browse content and shop on the same platform, and are 1.2x more likely to shop on TikTok Shop.

The Purposeful Shoppers

Mindful and deliberate consumption drives our Purposeful Shoppers. Tech-savvy and active online, these Shoppers use platforms like TikTok to discover brands that align with their values and support their #SustainableLiving. In fact, 93% discovered new brands and products on TikTok, and are 1.3x more likely to add to their cart after seeing them on the platform.

Familiarity is crucial for these Shoppers, and 71% are willing to pay more for a brand they know. They tend to choose familiar brands with a strong commitment to sustainability, social responsibility, and ethical sourcing. They are also 1.3x more likely to write a product review, leaving thoughtful suggestions for other users on how to support responsible consumption.

The platform for every kind of shopper

Whether you’re on the hunt for a great bargain, or looking for products that support your sustainable lifestyle, TikTok is the platform for you.

Everybody is a Shopper on TikTok. With TikTok being a kaleidoscope of users and experiences, reaching out and engaging with different kinds of Shoppers on the platform may seem daunting at first. But with the right tools and an effective targeting strategy, you can engage with and capture highly influential Shoppers to boost your business and bring significant revenue uplift.

There’s a reason why #TikTokMadeMeBuyIt is always trending on TikTok. Shoppers love to consume bite-sized content rich with information on the latest products and promotions, and to share their experiences with different brands on the market. Using TikTok's full-funnel solutions and targeting strategies, you too can reach different types of Shoppers on the platform and deliver impactful content that influences their purchase decisions.

Hungry for more audience insights? Visit Humans of TikTok!

Sources:

1. UNFPA Asia and the Pacific, Population trends, 2022

2. Statista, Digital Marketing Insights, 2024

3. TikTok commissioned study conducted by Kantar Profile on shopping behaviours among n=3,647 TikTok users in APAC, 2024