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Both TikTok and TikTok Shop continue to be rapidly emerging spaces for consumers to both find and purchase products. Since 2020, CivicScience data has shown that the share of users on the social media platform has increased 4.5x, from 11% to 49% over six years.
TikTok Shop, the platform’s online marketplace where users and brands can buy and sell items, is no different — 31% of respondents say they have used the platform, an 82% increase from 2024. The number of users interested in TikTok Shop is also up, with 14% saying they would use the platform.
While TikTok shoppers skew younger, with Gen Zers aged 18-29 leading the pack at 53% who have shopped on the platform, interest and usage among older Americans continues to trend up. In 2026, the share of those who say they have used TikTok Shop spiked, with 11% reporting they had used it, up from just 2% in 2023. Interest in trying TikTok Shop in this age group has also grown, from 3% to 7% over the same period. This trend aligns with additional CivicScience research, which highlights how Americans 55+ are more open to digital advertising and are increasingly influenced by social media.
What Is Driving Consumers to Turn to TikTok Shop?
When examining what drives these TikTok shoppers to actually make a purchase, the price of an item or a discount is unsurprisingly the most important (20%). Motivations are fairly split beyond price. Seeing the product demonstrated, the brand, and the convenience of purchasing in-app all tie for second place at 13%. Recommendations directly from creators and product selection hold the least influence, with only 9% of respondents saying it would drive them to make a purchase. That convenience holds its own against brand recognition suggests a meaningful part of TikTok Shop’s appeal lies in letting shoppers buy the moment interest strikes, without ever leaving the app.
The 2026 Holiday Shopper on TikTok
With the holiday season right around the corner, many Americans are beginning to plan their shopping lists and where to purchase from. Just over one-third of holiday shoppers say they are at least ‘somewhat’ likely to purchase holiday gifts from TikTok Shop, with 12% ‘very’ likely and 22% ‘somewhat.’
This trend comes as spending intent for the holiday season in general is up – 35% of American holiday shoppers say they expect to spend ‘more’ this year compared to last year’s holiday season, representing the highest share observed in September by CivicScience since 2015. TikTok Shoppers are no different — and even more likely to increase their spending — with 58% of those likely to purchase gifts on TikTok Shop saying they plan to spend more this year.
For any brand looking to capture the 2026 holiday shopper, TikTok Shop could be the golden ticket. With consumers ready to spend, TikTok Shop presents a unique opportunity to put more products in front of users and reach a high-intent, high-value segment in Q4.
TikTok Shop and the Future of Retail
Just last week, major beauty brand Sephora launched its TikTok Shop with a livestream featuring a major beauty influencer and makeup brand owner. With more and more Americans joining the platform and making purchases every year, brands have an opportunity to establish their own presence and gain consumer trust by selling their products sooner rather than later. In fact, nearly 2 in 5 U.S. adults (39%) say they would be at least ‘somewhat’ interested in purchasing from their favorite brands on TikTok Shop if those brands opened a storefront there.
TikTok Shop is part of a growing trend of in-app marketplaces and purchases that continue to gain popularity. With holiday shopping right around the corner, brands and advertisers should take full advantage of the growing number of consumers on the app who are primed to purchase gifts this season. The 2026 season is likely to see an increase in overall spending, and TikTok Shop presents an opportunity to both capitalize on consumer intent and expand overall brand awareness.
