Nearly two-thirds of Gen Z shoppers (63%) say they have stopped buying products through TikTok Shop, according to Harris Poll data shared with EMARKETER, though 62% still use the platform to discover new products. The pullback could reflect growing dissatisfaction with TikTok Shop as it grows more commercialized and settles into new ownership, or external factors like reduced discretionary spending, no-buy movements, or a desire to prioritize experiences over goods. The trend is a risk for TikTok Shop given that Gen Z accounts for over one-third of social buyers, though TikTok users ages 25 to 44 remain the most active shoppers on the platform, with 47% of that group buying products they heard about on the platform per a December Edison Research report.
