Top TikTok Marketing Statistics for eCommerce Brands (2024)

top tiktok marketing statistics for ecommerce

Over the past decade, social media has emerged as a very influential marketing avenue for eCommerce businesses. Within the whole landscape of social media platforms, TikTok has been gaining a lot of attention for business marketing. 

This is because products that go viral on this platform have seen a massive increase in sales overnight. TikTok marketing statistics clearly show the impact that the platform has, and for eCommerce businesses contemplating using it for business growth and promotion, we will cover a lot of diverse statistics in this article to highlight just how profitable it can be. 

TikTok marketing statistics for eCommerce

Fortunately for this platform, the year-on-year statistics only show an upward growth trajectory, which is attracting more and more eCommerce businesses to expand their visibility on it everyday. With the increasing competition, it is essential for businesses to be careful and purposeful when designing their own marketing strategies that they expect will favor them. 

To effectively craft these strategies, the following statistics can be extremely helpful: 


TikTok boasts a monthly active user base of 1.92 billion people, representing roughly 23.02% of the total internet users population. Within the US alone, the active monthly user base is over 150 million people, which is closely followed by Indonesia with 113 million active monthly users, and Brazil with 84.1 million active monthly users. 

  • About 67% of 18 and 19 year old individuals across the US use TikTok actively, every day, and also make purchases through the app. 
  • Within The US, users of social media platforms are more likely to prefer TikTok than Facebook and instagram.

Growth Pace

TikTok showcased the second quickest pace at reaching a 1 billion audience base, closely following Facebook. Overall, the platform is the 6th most popular social media platform globally. 

Download Rate

Since it was launched, TikTok has been downloaded over 4.1 billion times, making it among the most popular apps on Google Play and AppStore. 

On the App Store, the app ranks at number 5 in terms of most downloaded apps. It is also the number 1 most downloaded app across over 40 countries 


TikTok has a presence in over 150 markets and in over 35 localized languages, which means that globally present eCommerce businesses can leverage this one platform to diversify their marketing campaigns to suit diverse geographies. 

User Age

Social media marketing statistics reveal the precise age-based Tiktok usage demographics.  As per prominent sources:

  • About 38.5% of the total user base on Tiktok is aged between 18 and 24 years. This equates to 419.9 million users. 
  • Roughly 32.5% of the total user base is comprised of users between the ages of 25 and 34, which equals 354.8 users. 
  • 15.6% of the user base consists of individuals between the ages of 35 and 44, making a total of 170 million users. 
  • Following this about 8.0% of the user base is made up of people aged 45-54, totaling just over 87.3 million users. 
  • In terms of gender-based diversification, roughly 55.3% of TikTok users are female individuals whereas 44.7% make up the male user base. 

Growing Markets

Columbia (59.4%), Egypt (18.2%), Mexico (23.9%), and Nigeria (12.8%) are rapidly expanding their TikTok use and flourishing as promising markets for the app’s penetration in the next few years. 

Usage Rate

TikTok users spend an average of 55.8 minutes on the app every day and this trend is expected to continue rising, with 2024 marking an average time spent of 58.4 minutes. 

  • Engaging With The App: On average, TikTok users are likely to open the app and engage with it at least 8 times per day. 
  • Creators: TikTok has over 1 million creators on the platform that are divided into various kinds of influencers based on their follower base. 
  • On TikTok, the most popular hashtag used by the users is #FYP with over 35 trillion views, followed by #foryou which has over 21 trillion views, and #foryourpage registering 13 trillion views. 

TikTok marketing statistics 

Beyond the general statistics, eCommerce businesses might benefit from the following tiktok statistics for marketing showcasing the platform’s impact on business growth. 

  • eCommerce brands have experienced an average of 41% more visibility and viewer trust by advertising on TikTok. However, this success is achieved by brands that have posted consistently over a certain time duration, and created a cohesive content strategy that reflects the brand.
  • TikTok’s in-app purchases have been recorded to value a total of over$497.69 billion. 
  • TikTok ad revenues have been valued at $9.9 billion. This is because Tiktok’s ads reach over 17.9% of all internet users over the age of 18. 
  • TikTok recorded a remarkable $65 million revenue from iOS alone, in the US. 
  • Clear and straightforward message communication is the key feature found in 63% of the most successful ads posted on TikTok. 
  • The average user engagement rate with brands on TikTok is much higher compared to similar platforms like instagram, recording 5.69% engagement rate for each post. 
  • Influencer marketing is extremely beneficial for TikTok with nano influencers (people with 1000 to 10000 followers) promising an engagement rate of 15.2%.
  • Collaborations with prominent creators that make content on the kind of products or services a brand offers can expand the view rates and engagement by 193% than posting without them. For eCommerce businesses, this strategy can be game changing. 
  • Different kinds of businesses also perform differently on the platform. The following categories are top performing:
  • Higher Education at 16.26% 
  • Sports at 9.18% 
  • Travel with 7.43% 
  • Financial Services with 7.41%
  • Nonprofits with 7.36% 
  • Food and Beverages with 6.84%
  • The maximum number of shops on TikTok are dedicated to the Womenswear and Underwear business categories, accounting for 5.64% of total shop count on the platform. 
  • The US alone has more than 31000 TikTok shops that are thriving. This number represents 11.83% of all (global) number of TikTok shops. After the US, APAC countries including Indonesia at 20.5%, Thailand at 18.29%, Vietnam at 17.54%, and Malaysia at 12.94% represent the highest number of TikTok shops. 
  • The Millennial user base at Tiktok is more interactive with brands, being 2.3 times more likely to tag brands on their posts with products with varied brands. 
  • TikTok is among the highest revenue generators, having generated over $821 million through consumer spending. 
  • About one-thirds (33%) of the user base that actively uses TikTok makes purchases through the platform’s TikTok Shop. By 2026, this percentage is expected to rise to 39.9%. 
  • An estimated 37% or 55.5 million TikTok users from the US have been recorded to make purchases through links provided on promotional posts shared on the app. 
  • According to another study, it has been found that nearly 55% of TikTok users are prone to make impulsive purchases via the app, or after watching a product on the app. This is the highest percentage of impulse buying when compared to other social media apps. 
  • About 70% of TikTok users have admitted to purchasing random products that they just happened to stumble upon on their feeds. It has also been reported that 4 out of 10 users of TikTok have given ‘lifting their spirits’ as the primary reason behind their TikTok purchase decisions.

User buying or purchase patterns

  • Roughly 50% of users who purchase stuff from TikTok are motivated to make the purchases by watching a TikTok Live about the product.
  • About 33% of TikTok users end up buying products which every one is talking about. All the viral products end up making more users buy and try them. 
  • Tiktok creator suggestions are one of the top ways which influence user purchase decisions. Roughly 65% of users buy products which have been recommended by creators. 
  • User created videos are performing even better in driving purchase decisions. Videos about products on Tiktok that are posted by other users are preferred by 42% of the user base. By comparison, creator recommendations are preferred by 39% of the people, and brand created content is preferred by 38%. 
  • About 68% of adult Gen-Z Tiktok users within the US are more likely to buy things from Tiktok than other populations. 55% of the active users on TikTok leverage the platform to find new brands and products. 


For eCommerce businesses, particularly those targeting a younger audience base, TikTok is one of the top social media platforms to leverage. 

However, this dynamic landscape requires the marketers to be extremely agile and dynamic to keep up with the ever-booming trends and shifting algorithms. 

To achieve this, it is essential for businesses to make the most out of the platform features and strategize the content and marketing campaigns too. This is where Content Kettle steps in, providing data-driven strategies to become your partner for TikTok success. 

To know more, get in touch with Content Kettle today

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