Note: This report was published prior to TikTok Shop’s US launch in September 2023. Click here for our “Social Commerce Forecast 2023” report.
If any social app can make live commerce and in-app checkout happen, it’s probably TikTok—it’s already a formidable social commerce platform, especially among Gen Z. But we have serious questions about TikTok Shop’s viability amid slowing social commerce growth, low uptake of live shopping, and the possible US TikTok ban.
Key Question: Is TikTok Shop a must-have for brands and retailers?
KEY STAT: More than two-thirds (68%) of US adult Gen Zers were likely to make a purchase on TikTok, on par with YouTube and behind only Instagram, per a Q1 2023 Jungle Scout survey.
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