Only 8.3% of users who saw shopping-related content changes reported a drop in TikTok usage, according to an EMarketer April 2024 “US Social Commerce” survey.
According to Earnest Analytics, more than 11% of US households have purchased products from TikTok Shop since its inception in September 2023.
Concurrent with its aggressive push into e-commerce, which includes the November 2022 US launch of TikTok Shop, the platform’s user growth has slowed, noted EMarketer.
A possible TikTok ban would alter things. According to an MGH report from March 2024, almost 60% of TikTok users stated that if the app was prohibited, they would regularly utilize Instagram Reels.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
