Here’s What Makes TikTok Users Buy Products Through the App

TikTok is just one of the many social media companies who are trying to make a foray into the world of ecommerce, but it is unique in that it has experienced a lot more success than many of its better established rivals. Insider Intelligence recently published a report that shows what makes TikTok users make a purchase through the app because of the fact that this is the sort of thing that could potentially end up helping marketers to plan their campaigns accordingly.

With all of that having been said and now out of the way, it is important to note that the vast majority of TikTok users, or 71.2% to be precise, stated that they start shopping after randomly seeing a product in their feed as well as seeing them in Stories that they watch. 58.2% also go to TikTok to find inspiration for products that they should buy, and 47.9% also stated that they go to TikTok to gather information about a product that they are considering purchasing.

All of this seems to suggest that TikTok could very well become a social commerce powerhouse before too long, but in spite of the fact that this is the case one potential obstacle for the upstart social platform is the reluctance of its users to trust it with their data. Only 36% of TikTok users said that they felt safe in giving personal information to TikTok, which is quite low with all things having been considered and taken into account.

Companies like Amazon, Microsoft, Netflix and Apple all have over 70% of users saying they trust these platforms with personal data. With 74%, 71%, 71% and 70% respectively, these platforms clearly have an edge over TikTok as far as user privacy is concerned.

However, TikTok’s numbers are not far beyond those of its competitors. 49% of Instagram users said they trusted the platform with private data, 44% said the same of Facebook and the numbers for Twitter were around 41%. That suggests that TikTok is not alone in facing difficulties acquiring the trust of its users, though it is still behind the rest of the pack.

Read next: Influencers Might Be More Trusted by Gen Z Than Reviews on Product Pages
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