A new study from Bazaarvoice finds that verified customer reviews, not influencer endorsements, are what ultimately move TikTok Shop buyers to complete a purchase, even as creators remain the primary driver of product discovery on the platform.
The “2026 TikTok Shop Report,” based on a survey of more than 1,600 TikTok users in the U.S. and UK, found that 96% of TikTok Shop buyers said verified reviews from everyday consumers made them more likely to complete a purchase, with 67% saying they were significantly more likely to buy as a result. By contrast, influencer endorsement ranked last among purchase factors cited by respondents, at 31%, trailing discounts (75%) and star ratings and reviews (74%).
The findings point to a split between discovery and conversion on the platform. Creators remain central to surfacing products: 89% of respondents said they had bought a product based on an influencer recommendation, and 75% said they had purchased something on TikTok Shop they would not have considered buying anywhere else. But Bazaarvoice’s data indicates that trust shifts once a shopper is close to checkout. Among respondents, 68% said they trust an everyday consumer more than a popular influencer they follow, and 65% said they always or frequently research a product before buying on TikTok Shop.
Nearly half of respondents, 48%, said they had been disappointed by a product after seeing it hyped or recommended by an influencer.
“TikTok drives product discovery, and creators are incredible at sparking that initial excitement,” said Jo Callahan, VP of Brand Strategy and Experience at Bazaarvoice. “Before committing to a purchase, shoppers want to hear from other consumers’ genuine experience with a product. Going into the holidays, brands that pair creator content with real reviews and customer photos on their TikTok Shop listings will turn that attention into sales.”
On direct conversion through the platform, the survey found that 46% of respondents buy a product directly through TikTok Shop when a creator links to it. Beyond reviews, TikTok-exclusive discounts (77%) and free shipping with no minimums (71%) topped the list of factors that would win a sale over a traditional retailer.
Bazaarvoice conducted the survey in September 2026 among TikTok users ages 18 and older in the U.S. and UK, at a 95% confidence level with a margin of error of plus or minus 2.5%.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
A new study from Bazaarvoice finds that verified customer reviews, not influencer endorsements, are what ultimately move TikTok Shop buyers to complete a purchase, even as creators remain the primary driver of product discovery on the platform.
The “2026 TikTok Shop Report,” based on a survey of more than 1,600 TikTok users in the U.S. and UK, found that 96% of TikTok Shop buyers said verified reviews from everyday consumers made them more likely to complete a purchase, with 67% saying they were significantly more likely to buy as a result. By contrast, influencer endorsement ranked last among purchase factors cited by respondents, at 31%, trailing discounts (75%) and star ratings and reviews (74%).
The findings point to a split between discovery and conversion on the platform. Creators remain central to surfacing products: 89% of respondents said they had bought a product based on an influencer recommendation, and 75% said they had purchased something on TikTok Shop they would not have considered buying anywhere else. But Bazaarvoice’s data indicates that trust shifts once a shopper is close to checkout. Among respondents, 68% said they trust an everyday consumer more than a popular influencer they follow, and 65% said they always or frequently research a product before buying on TikTok Shop.
Nearly half of respondents, 48%, said they had been disappointed by a product after seeing it hyped or recommended by an influencer.
“TikTok drives product discovery, and creators are incredible at sparking that initial excitement,” said Jo Callahan, VP of Brand Strategy and Experience at Bazaarvoice. “Before committing to a purchase, shoppers want to hear from other consumers’ genuine experience with a product. Going into the holidays, brands that pair creator content with real reviews and customer photos on their TikTok Shop listings will turn that attention into sales.”
On direct conversion through the platform, the survey found that 46% of respondents buy a product directly through TikTok Shop when a creator links to it. Beyond reviews, TikTok-exclusive discounts (77%) and free shipping with no minimums (71%) topped the list of factors that would win a sale over a traditional retailer.
Bazaarvoice conducted the survey in September 2026 among TikTok users ages 18 and older in the U.S. and UK, at a 95% confidence level with a margin of error of plus or minus 2.5%.
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