TikTok Releases New Report on Growing In-App eCommerce Trends

TikTok is continuing its push into in-app shopping, with new insights showing that users are increasingly engaging with eCommerce features on the platform. As reported on yesterday, TikTok is steadily expanding its commerce capabilities in the West, attempting to bring it in line with its China counterpart Douyin and it’s massive £500b sales figures.

This week, TikTok released a report in collaboration with research firm Ipsos, analyzing how users interact with shopping content on the app. The study surveyed 3,876 TikTok users to explore their attitudes toward in-app shopping, ease of use, and product discovery. User responses indicate that they see TikTok as a more authentic shopping environment, where products are demonstrated in real-world contexts by creators they trust. Many also praised the seamlessness of the in-app purchasing process.

According to the report, TikTok’s shopping model stands out because it relies on an interest graph rather than a traditional social graph. Unlike platforms that connect users based on their social circles, TikTok curates content – including shopping recommendations – based on individual interests and interactions. This personalized approach makes product discovery feel more organic, helping niche products gain traction and fostering stronger trust between consumers and creators.

The full 27-page-long TikTok/Ipsos retail report is available for download, covering deeper insights into how TikTok has been driving eCommerce behaviour – and how it can leverage those benefits to put it in a stronger eCommerce position than most other competitor apps.