Seventy percent of US social buyers bought something on TikTok in the past year, putting it ahead of every rival platform, according to a Bazaarvoice and EMARKETER survey fielded in April and May. Respondents came from Bazaarvoice’s Influenster panel, a community of shoppers who opt in to reviewing products, so the figure describes heavy social shoppers rather than the general population. EMARKETER ran it alongside Harris Poll data showing 63% of Gen Z respondents have quit buying through TikTok Shop, and Edison Research findings that 47% of TikTok users between 25 and 44 have bought a product after first encountering it on the app. Edison has that older group as the platform’s most active shoppers.
