TikTok Shop sees rising UK consumer usage and brand discovery

New research from Bazaarvoice indicates that 66% of UK consumers now purchase goods via TikTok Shop, with one in five users accessing the platform at least once a week. The platform has become the fourth largest beauty retailer in the UK, according to NielsenIQ, attracting major brands such as Boots, Sephora, and Marks & Spencer.

While the platform is a significant driver for brand discovery—with 64% of users using it to find new trends—trust remains a primary hurdle for shoppers. Data shows that 74% of TikTok shoppers prioritize star ratings and customer reviews above all other factors, while 56% value customer photos and videos. Notably, 68% of shoppers report being more likely to trust an everyday customer over an influencer when making a purchase decision, with only 31% citing influencer endorsements as a primary factor.