TikTok Shop’s emergence on the fastest growing brands’ list for all consumers is reflective of the reality that more consumers are shopping online via social media platforms at a higher frequency. The share of consumers who make a purchase through a social media app weekly has risen from 11% at the start of 2023 to nearly 20% this year. Here’s what we know about high-frequency social media shoppers:

• They’re younger. Gen Zers make up 27% of these frequent social media shoppers, compared to just 18% of the U.S. adult population. Millennials also make up 39% of this group.
• They’re watching livestreams. Nearly 50% of these consumers say one of the primary reasons they use social media is to watch live events, with 52% of these consumers active on Twitch.
• They’re going social looking for products to buy. 40% of these consumers say they’re using social media to research products and companies.
• Almost 9 in 10 weekly social media shoppers are also buying from companies' websites. 87% of these consumers say they shop using a mobile app or website weekly, too. This shows us that social commerce complements traditional e-commerce rather than replacing it.