Introduction: TikTok is popular around the world. Research shows that more and more UK people are choosing to discover and buy products through TikTok.
In order to study the influence of social platforms on e-commerce, user review and social commerce platform Bazaarvoice conducted a survey among 3,272 UK consumers on the Influenster community. The results show that social platforms are increasingly becoming a place for consumers to discover and purchase products.
Shopping on TikTok became a trend during the outbreak, with the number of people discovering products and shopping on TikTok skyrocketing by 553%, nearly triple the growth of Instagram (189%) and Facebook (160%).
Social platforms have a growing impact on e-commerce. More than three quarters (79 percent) of consumers now discover and shop on social platforms, compared to the year before. Instagram is leading the pack in social commerce, with 64% of Britons shopping on the platform last year, compared with 45% on Facebook and 24% on TikTok.
But among short video apps, TikTok is challenging Facebook for the top spot in terms of percentage growth alone, with 553% more people discovering and shopping on TikTok last year. Now that number is likely to grow, as TikTok is testing in-app shopping in Europe.
In addition to Instagram, Facebook, and TikTok, another social platform to watch is Pinterest, which has seen a 356% increase in purchases over the past year, second only to TikTok.
Ed Hill, senior vice president of EMEA at Bazaarvoice, said in a statement: The outbreak has had a huge impact on social commerce, which will drive e-commerce as consumers have been spending more and more time on social applications in the past year and are more susceptible to user-generated content, advertising and product promotion.
Consumers are also more likely to use social apps to browse and discover new products and brands, according to the study, with 70% of consumers using social media to purchase a new brand and almost half (4%) saying they would choose a new brand over a known old brand due to the influence of social media
In addition, product relevance (47%) also emerged as the number one driver for consumers choosing a new brand through social media, followed by product benefits, features or ingredients (41%), visual content generated by the brand (27%), and price (27%).
All the signs show that social e-commerce has a strong momentum, and merchants can take advantage of this trend to layout marketing strategies on social platforms, increase publicity, and create hot style products.