A new YouGov survey reveals that 30% of U.S. TikTok users have made purchases through TikTok Shop in the past 12 months, signaling growing adoption of the platform’s integrated e-commerce feature among American consumers.

The nationally representative survey of 1,070 U.S. adults, conducted in May 2025, included 415 TikTok users and examined purchasing behavior, spending patterns, and decision-making factors on the social media platform’s shopping service.

Demographics and Product Categories

Men outpace women in TikTok Shop usage, with 33% of male users making purchases compared to 28% of female users. Age emerges as a significant factor, with consumers aged 35-54 showing the highest engagement at 41%, while users aged 18-34 report 26% participation and those 55 and older at 23%.

Among the 111 TikTok Shop buyers surveyed, fashion products, including clothing and shoes, represent the most popular category at 38% of purchases. Electronics and gadgets follow at 35%, with home products capturing 33% of buyers. Food and beverages account for 32% of purchases, while beauty products attract 24% of shoppers.

Price & Convenience and Spending Patterns

Discounts and promotions drive purchasing decisions for 52% of TikTok Shop buyers, making price the primary motivating factor. TikTok advertising influences 45% of shoppers, while convenience and ease of purchase affect 35% of users. Product reviews and ratings influence 34% of buyers, and unique or exclusive products attract 32%.

Influencer or celebrity recommendations influence only 12% of purchasing decisions, indicating that price sensitivity and convenience outweigh social influence in actual buying behavior.

TikTok Shop spending patterns show diversity across price ranges. Forty-two percent of buyers spend under $50 annually, with 22% spending less than $25 and 20% spending between $25-$50. Mid-range spenders include 18% who spend between $51 and $100, and another 18% who pay between $101 and $250. Twenty percent of users spend $251-$500 annually, while only 2% exceed $500 in yearly purchases.

All images are credited to YouGov.

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