New research from TikTok and Ipsos reveals that TikTok is emerging as a major platform for brand discovery and commerce. Three out of four shoppers identify the platform as their primary destination for discovering new brands and products. The study was commissioned by TikTok.

Conducted between August and September 2024, the survey polled 3,876 U.S. individuals aged 18-65, including 825 TikTok shoppers. The research also incorporated insights from 45-minute interviews with eight marketing professionals across various sectors, including CPG, beauty, electronics, and other industries.

Key findings indicate that 68% of shoppers on TikTok agree that the platform makes it easy to find more of their favorite brands, products, and services—a rate researchers note is significantly higher than other media platforms. Additionally, 73% of TikTok shoppers agree that the platform provides personalized recommendations.

Source: Ipsos

User Behavior and Discovery Patterns

The research identifies two primary ways users discover products on TikTok: through intentional searches and spontaneous discoveries. Almost three in five users leverage TikTok’s search functionality, with nearly one in four searching for something within 30 seconds of opening the app. 

The platform’s search capabilities are gaining traction, with more than half of people surveyed now preferring video and social media platforms for product research over traditional search engines.

Source: Ipsos

Post-purchase engagement also shows distinctive patterns. In the home decor vertical, two in five TikTok users report returning to the platform to leave feedback for brands or products, while over a third return to see how others are using products they’ve purchased.

The study reveals that 64% of shoppers on TikTok have made a purchase after seeing an ad or shoppable content on the platform. For brands, this translates into both new customer acquisition and existing customer engagement opportunities.

Platform Performance

TikTok’s influence extends beyond digital commerce. The research indicates that product discoveries on the platform drive sales across multiple channels, including in-app, online, in-store, and other retail environments. This omnichannel impact is particularly notable given that TikTok Shop, the platform’s native shopping feature, only launched in September 2023.

From a user experience perspective, 83% of shoppers on TikTok agree that the platform is convenient, putting it on par with other e-commerce platforms.

The research also examines the platform’s role in product trending cycles. According to the findings, 82% of shoppers on TikTok agree that the platform features trendy brands, products, and services—a rate that significantly exceeds other e-commerce and media platforms.

The study methodology included a 20-minute online device-agnostic survey requiring participants to use at least one social, video, and e-commerce site monthly. “Shoppers on TikTok” were defined as those who had used TikTok in their shopping journey within the previous three months.

The research was commissioned by TikTok in collaboration with Ipsos, with quantitative data collection occurring between August 19 and September 16, 2024. The sample included 3,474 general population respondents and a boost of 402 TikTok shoppers to ensure a thorough analysis of shopping behaviors on the platform.

The full report is available here.