Why Everyone Is Buying on TikTok

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TikTok Shop is leaving its competitors in the dust.

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In 2024, TikTok Shop added ~11.9 million U.S. buyers, almost double the buyer growth of Facebook and Instagram combined in the same period. The U.S. operation of TikTok Shop has now attracted 47 million shoppers to the platform, who spend cumulatively $32 million daily through the platform.

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The platform’s advantage starts with keeping buyers in its app—it’s easy for users to see something and make an immediate purchase. Other social shopping experiences, such as on Instagram, take shoppers to external websites to complete purchases.

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However, the platform’s key advantage is its algorithm, which recommends products similar to how it suggests content. This means users receive product suggestions based on their engagement patterns, not just their shopping behavior. TikTok’s sophisticated recommendation algorithm may be driving repeat sales, with nearly half of TikTok shoppers making purchases at least once a month.

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With TikTok Shop, impulse buying isn’t just encouraged—it’s inevitable.

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