Overall, about ** percent of respondents to a survey on TikTok Shop usage reported that they have not used and are not interested in using TikTok Shop while ******percent reported having used it before. In comparison, among shoppers who used TikTok on a daily basis, ** percent said they have not and are not interested in using TikTok Shop while ** percent had used it before.

In the fourth quarter of 2024, TikTok generated around 186 million downloads from users worldwide. Initially launched in China first by ByteDance as Douyin, the short-video format was popularized by TikTok and took over the global social media environment in 2020. In the first quarter of 2020, TikTok downloads peaked at over 313.5 million worldwide, up by 62.3 percent compared to the first quarter of 2019.

              TikTok interactions: is there a magic formula for content success?

              In 2024, TikTok registered an engagement rate of approximately 4.64 percent on video content hosted on its platform. During the same examined year, the social video app recorded over 1,100 interactions on average. These interactions were primarily composed of likes, while only recording less than 20 comments per piece of content on average in 2024.
              The platform has been actively monitoring the issue of fake interactions, as it removed around 236 million fake likes during the first quarter of 2024. Though there is no secret formula to get the maximum of these metrics, recommended video length can possibly contribute to the success of content on TikTok.
              It was recommended that tiny TikTok accounts with up to 500 followers post videos that are around 2.6 minutes long as of the first quarter of 2024. While, the ideal video duration for huge TikTok accounts with over 50,000 followers was 7.28 minutes. The average length of TikTok videos posted by the creators in 2024 was around 43 seconds.

              What’s trending on TikTok Shop?

              Since its launch in September 2023, TikTok Shop has become one of the most popular online shopping platforms, offering consumers a wide variety of products. In 2023, TikTok shops featuring beauty and personal care items sold over 370 million products worldwide.
              TikTok shops featuring womenswear and underwear, as well as food and beverages, followed with 285 and 138 million products sold, respectively. Similarly, in the United States market, health and beauty products were the most-selling items,
              accounting for 85 percent of sales made via the TikTok Shop feature during the first month of its launch. In 2023, Indonesia was the market with the largest number of TikTok Shops, hosting over 20 percent of all TikTok Shops. Thailand and Vietnam followed with 18.29 and 17.54 percent of the total shops listed on the famous short video platform, respectively.

A 2025 survey of industry professionals in the United Kingdom (UK) found that social commerce is a valuable sales channel. Over the next two years, Facebook is thought to provide the best strategic growth opportunities among enterprise retailers, with ** percent of respondents. While mid-market retailers most favored YouTube, with ** percent of them. Other top social media sales channels included Instagram and TikTok Shop.

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

In March 2025, ******** accounted for ** percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of *** minutes per day in 2023, with a decrease to *** daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

According to a recent survey conducted by Decision Lab in the third quarter of 2024, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as stated by ** percent of the respondents. Meanwhile, social commerce channel TikTok had a penetration rate of ** percent among internet users during the surveyed period. Where do Vietnamese consumers shop online? Due to a busy and fast-paced lifestyle, more and more Vietnamese consumers are opting for online shopping as a convenient alternative to traditional brick-and-mortar stores. By offering a wide range of products, a user-friendly interface, and attractive promotions, e-commerce platforms like Shopee and Lazada have become popular choices among Vietnamese consumers. As a result, the multinational e-commerce platform Shopee dominated the e-commerce market in Vietnam, capturing more than ** percent of the total market share. However, TikTok Shop is rapidly gaining momentum with its unique ‘shoppertainment’ experience. As of the first half of 2023, TikTok Shop has surpassed Lazada in terms of revenue performance and has impressively secured a ** percent market share in Vietnam’s e-commerce landscape. Vietnam’s leading domestic B2C sites Despite the dominance of international giants, domestic B2C businesses still maintain their position within the e-commerce sector. One of the most prominent local players is The Gioi Di Dong, a member of Mobile World Investment Corporation (MWG), specializing in consumer electronics devices, such as smartphones, tablets, laptops, and components. The firm has emerged as the most visited domestic B2C e-commerce site in Vietnam, with more than ** million monthly web visits as of the first quarter of 2022. MWG, the parent company, achieved a remarkable net revenue of over *** trillion Vietnamese dong in 2023. MWG’s subsidiary chains, including the consumer electronics retail Dien May Xanh, the grocery chain Bach Hoa Xanh, and the pharmacy chain An Khang, have been enjoying immense popularity among the Vietnamese population.

According to a survey on e-commerce consumer behavior in Malaysia in 2023, Shopee was the leading platform for ** percent of respondents to shop online. This was followed by TikTok Shop, with ** percent of respondents. The social media site is gaining popularity as a social commerce platform.

In 2023, TikTok was the leading social media platform for online beauty product purchases in the United States, with a share of almost 33 percent of product purchases. Instagram ranked second, with a percentage of over 28.

As of March 2024, ulta.com registered around ** million monthly visits in the United States. Qvc.com ranked second, with roughly ***** million visits that month. Sephora.com followed with approximately ***** million website visits. Sephora- the U.S. favorite Sephora is an omnichannel beauty retailer founded in Paris, France. The beauty retailer has achieved significant success in the United States, both on the high street and online. Sephora.com generates more than ***** billion U.S. dollars in e-commerce net sales through its online store, representing a six-fold increase in only six years. When comparing its app’s popularity worldwide, the U.S. leads the ranking, even surpassing its origin country in terms of downloads. Sephora's app downloads in the U.S. have exploded since September 2022, going from ******* to over ****** in November 2023. The latest generation of beauty shoppers Generation Z, or Gen Z, are young adults and the latest consumers of beauty online. In the United States, around ********** of Gen Z consumers purchased make-up-related goods online in 2023. Their peers and social media especially influence this age group when it comes to online purchases of cosmetics. Most Gen Z shoppers in the U.S. read reviews and look at pictures and videos of other shoppers before deciding to buy beauty products. Social media sites such as TikTok and Instagram are also important online sources for these beauty connoisseurs. Nearly *** out of ten shoppers use TikTok to help with their beauty purchase decision, and around **** out of ten use Instagram. To complete their orders, specialty beauty retailers are Gen Z's favorite online shopping channels. These sites are, for example, sephora.com and ulta.com.