TikTok Shop Drives Small Purchases, With Older Shoppers Leading the Way

Nearly one-third of TikTok users have made a purchase on TikTok Shop in the past year, according to a YouGov survey of over 1,000 U.S. adults. Most buyers spent less than $50, though a small portion made larger purchases, with apparel topping the list of popular categories. Interestingly, shoppers aged 35 to 54 are the most active TikTok Shop buyers, outpacing younger users. Price remains the primary motivator, with discounts outweighing influencer-driven purchasing, even as TikTok Shop spending continues to grow amid legal scrutiny.