YCD news—-TikTok has overtaken Instagram and Facebook to become the most used social commerce platform by UK consumers, according to the latest news from Retail Times, the UK’s e-commerce industry news outlet.
The data was released by the organizers of the Retail Technology Show, a UK retail show that surveyed over 1,000 UK consumers. The results show that the average UK consumer makes 10 purchases per year through TikTok. That’s more than Instagram and Facebook’s 9 times.
When analyzed by age group, Gen Z consumers are significantly more likely to shop on TikTok, making 19 purchases per year, almost twice the average for all age groups. In comparison, Gen Z users shop on Instagram and Facebook 18 and 15 times per year, respectively.
TikTok has previously said that the company’s e-commerce sales in the U.K. and European markets will grow by 477 percent in 2022, and that TikTok’s advertising revenue is growing rapidly, driven by Generation Z consumers. Data analyst Insider Intelligence predicts that TikTok’s advertising revenue will total $5.96 billion in 2022, more than Twitter and Snapchat combined.
Meanwhile, Gen Z users are also more likely to buy goods through the metaverse platform. According to the survey, 42% of Gen Z consumers say they engage with brands through metaverse platforms. Overall, UK consumers will make 8 purchases through Roblox in 2022, but Z-generation consumers will make 17 purchases, also more than Facebook.
Nike represents an active participant in metaverse marketing, as the brand launched its brand experience store Nikeland with Roblox in 2022 and has already attracted 21 million consumers to date. Beauty brand NARS has also garnered 19.6 million visitors through its experience space, called NARS Color Quest.