More than half (52%) of US consumers have used or are interested in shoppable commerce- purchasing a product by clicking a link immediately within or next to a video, according to an Insider Intelligence poll performed by Bizrate Insights.

The bulk of individuals who have used it, however frequently, are male (23%) and between the ages of 18 and 34 (31%).

With Gen Zers spending more time on TikTok, reaching roughly 1 hour and 19 minutes this year, social commerce on the app has the potential to develop.

Although TikTok Shop has the potential to dominate product discovery, it still has a long way to go following a rocky start that included poor merchant uptake and sluggish sales, amounting to a loss of more than $500 million in the United States this year.


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