Our consumer surveys ask the same questions across all four platforms — so the answers are directly comparable.
01
Consumer trust profile
How do buyers rate TikTok Shop for purchase confidence? How does that trust compare across the other platforms — and what drives the gap between social and established channels?
02
Discovery and purchase path
How do consumers find products on TikTok Shop? What content formats trigger the purchase decision, and how quickly does purchase follow discovery?
03
Category performance
Which product categories do consumers prefer to buy on TikTok Shop? Where does it lead — and where do Instagram, YouTube, or Pinterest win instead?
04
Wallet share and spending
What share of social commerce spending goes to TikTok Shop? How does that compare across platforms, and where is it heading?
05
Checkout behavior
Where do TikTok Shop purchases complete — inside the app or outside? What drives consumers to leave the platform before buying?
06
What would drive more buying
What factors would make consumers significantly more likely to buy through TikTok Shop? How do those compare to what matters on other platforms?