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.


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