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That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. Read the full report, US Creator Podcast Revenues Forecast 2025.

TikTok, YouTube, and Pinterest are popular shopping destinations, too, with TikTok being the top social shopping platform in the UK. While China leads in social commerce adoption, other markets are catching up fast. "It's interesting to see how social media is evolving from being a discovery channel to a full-fledged commerce platform," said Perkins. Price matters most, but trust is important, too.

蘑菇AV 85% of brands in France run campaigns on Instagram, while TikTok and YouTube are utilized by 69% and 58% of brands in France, respectively, per a 2024 report by Kolsquare and NewtonX. Shein exemplifies successful social commerce strategy.

TikTok shoppers were the most likely to follow creators or influencers. Every social platform but Facebook had a significantly higher share of shoppers who followed creators or influencers than those who didn鈥檛. But TikTok shoppers were No. 1: 84.4% of respondents who said TikTok content led them to make a purchase indicated that they followed creators or influencers on any platform.

Retailer-owned streaming services like Amazon Prime and Walmart鈥檚 Vizio, along with full social platform integrations like Amazon鈥檚 shoppable TikTok ads, are the exception rather than the rule.

US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015. This rapid rise has been fueled by a boom in digital video consumption and a significant improvement in its ad products.

A DIY-focused campaign is already a perfect match for social and influencer marketing. 31% of US consumers say they take DIY and home hack suggestions from influencers on TikTok Shop, per a February 2024 PartnerCentric study. 18% of US and UK consumers say DIY is their favorite influencer marketing topic, per a February 2024 SproutSocial study.

However, the recent rollout of TikTok Search Ads Campaign and TikTok Shop in both markets stands to divert a growing share of ad budgets away from Meta as brands look to tap into users鈥� high-intent search behaviors and reach motivated shoppers. User behavior will underpin ongoing social ad spending.

The hashtag #supplements surfaces 1.4 million posts on TikTok. And supplement video views topped 5 billion, per a USP report last year. The growing marketplace: Nutritional supplements are both popular and considered effective. 77% of US adults take at least one, according to Amway鈥檚 2024 Habits and Healthspan report.

TikTok aims to generate $20 billion in sales via TikTok Shop, and is expected to launch its own US ecommerce store soon. The platform is also leveraging new search features to become a hub for retail ecommerce. TikTok is also pushing new AI ad tools, and getting involved in a host of new media ventures. Here鈥檚 what the platform has been up to over the past month.

Neutrogena debuts product line on TikTok Shop in a bid to woo Gen Z skincare obsessives: The brand hopes to regain market share in the dermatological space after ceding ground to L鈥橭r茅al鈥檚 CeraVe and La Roche Posay.

Amazon turns to Meta, Snap partnerships to keep TikTok at bay: As the retailer moves in on social commerce, TikTok is beefing up its supply chain.

With 13.4% YoY user growth in 2023, Snapchat will briefly overtake TikTok (12.7%) as the fastest-growing social media platform worldwide, according to our forecast. TikTok will regain the title come 2024.

Ecommerce everywhere, TikTok and social video, and generative AI are the top three trends that retail marketers worldwide are watching this year, according to a November 2023 MediaOcean survey conducted by TechValidate.

(Vine is often considered the precursor to TikTok, thanks to its 6-second video clips.). While X remains a text-first platform, it has made improvements to its video offerings, including the launch of a TikTok-like vertical video feed.

Go further: Read our FAQ: How the US-China Trade War is Affecting TikTok Shop, Temu, and Shein.