Key stat: 70% of US social buyers have made a purchase on TikTok in the past 12 months, more than on any other social platform, according to an April survey from Bazaarvoice and EMARKETER.

Beyond the chart:

• The lead may be softer than it looks. Nearly two-thirds of Gen Zers, 63%, say they have stopped buying products through TikTok Shop, according to Harris Poll data shared with EMARKETER.
• Meanwhile, the buying power is shifting older. Among TikTok users ages 25 to 44, 47% went on to buy a product they first heard about on the platform, making them its most active shoppers, according to Edison Research.

Use this chart: Drop this in your social commerce budget review. Show it to leadership when defending TikTok Shop spend against Meta's larger reach. Use it in planning meetings to rank platform priorities, and pair it with age-level data before you assume every cohort converts the same way.

Related EMARKETER reports:

• What Brands Need to Know About TikTok Shop in 2026 (EMARKETER subscription required)
• The Next Era of Social Commerce (EMARKETER subscription required)

Methodology: Data is from the May 2026 Bazaarvoice and EMARKETER Survey titled "Social Commerce Consumer." 2,412 social buyers from the Bazaarvoice Influenster panel, including 1,236 in the US and 1,222 in the UK, were surveyed during April-May 2026.