TikTok emerges as Twitter influencers top choice for shopping, reveals GlobalData


Live stream shopping on social media has gained popularity since the COVID-19 pandemic, as it provides a full-funnel customer experience by blending entertainment with instant shopping.

In line with this, TikTok has emerged as the most discussed social media app related to shopping among the Twitter influencers in the last six months (Sep-22 to Feb-22) with 38% share of voice, according to the Social Media Analytics Platform of GlobalData, the data and analytics company.

The other popular social media applications were YouTube, which accounted for 27% of share of voice, followed by Pinterest (22%), Instagram (7%) and Snapchat (6%).

The highest rise in shopping-related conversations around TikTok was noticed when it launched its e-commerce platform “TikTok Shop” in the US in November 2022, as a big push towards making its app as a shopping destination. Influencers are of the opinion that the full checkout process in the TikTok app will create interest for more brands to participate in the near term.”

Smitarani Tripathy, Social Media Analyst at GlobalData, comments: “TikTok is rapidly executing new features to enhance in-app shopping experience and gain edge over other social channels including YouTube and Instagram. Some of its key initiatives to foray into the marketplace were the launch of e-commerce fulfillment and shipping centers, shopping ad features, and 5G-enabled shopping experience in partnership with Huawei. Meanwhile, the recent announcement of Instagram to rollback its marketplace option from its platform could also boost TikTok as preferred shopping platform, according to the Twitter influencers”.

Below are a few popular shopping-related influencers opinions about TikTok on GlobalData Social Media Analytics Platform:

  1. Olivia Moore, Consumer Partner at Andreessen Horowitz:  “For consumers, TikTok becomes a shopping destination - with a personalized Shop tab and order tracking in-app. Product pages have reviews and info on how many others have ordered the item, as well as a way to enter coupons shared on creator livestreams.”
  2. Dez Blanchfield, CEO AT Promereon Group: “I'm this is awesome.. bring it on.. TikTok wants to be Amazon, and now plans local fulfilment centres in America, and poaches staff ( from Amazon? ) - TikTok to launch live shopping in America over the holidays.”
  3. Tony Nguyen, CEO of People 1A: “Video-sharing platform TikTok has launched TikTok Shop which they describe as “an innovative new shopping feature which enables merchants, brands & creators to showcase & sell products…through in-feed videos, LIVEs, and a product showcase tab”. #Mobile.”
  4. Greg Kahn, CEO of GK Digital Ventures: “Instagram is scaling back its shopping features while others (TikTok, Pinterest, YouTube) are doubling down. Seems like a miss for Meta.”

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