Half of Young Shoppers are Discovering Products on TikTok Shop

New research has revealed that 47% of Gen Z and millennial shoppers have used TikTok Shop to browse or buy products in the past three months, in comparison with just one in five shoppers overall.

The findings, published by Savvy, highlight how social commerce is reshaping how younger generations shop, and serve as a wake-up call for traditional ecommerce sites failing to adapt to this new landscape.

While next year’s under-16 social media ban will see Gen Alpha shut out of these platforms, older shoppers aren’t going anywhere. There are also actions you can take to leverage the consumer trend, even if you aren’t selling on TikTok Shop directly.

Gen Z and Millennial shoppers are using TikTok Shop more than ever

If you’ve ever had a scroll on TikTok Shop or Instagram Reels, you’ve witnessed social commerce in action. The social media ecommerce practice has been steadily on the rise amongst most demographics, but it seems to have taken a particular hold on younger users.

Savvy’s report, which surveyed 1,005 UK shoppers, has found that 64% of Gen Z and millennial shoppers have watched product reviews or recommendations on social media in the past month, and half (49%) have clicked links to view products in featured posts or videos.

Its previous May 2026 Shopper Panel report also found that 57% of younger shoppers enjoy watching live shopping events such as TikTok Live – an interactive format which lets users see product demonstrations, ask questions in real time, and buy items without leaving the app.

According to Alastair Lockhart, insight director at Savvy, social commerce combines discovery, entertainment, social proof and instant purchase in a way that makes traditional ecommerce feel increasingly functional by comparison.

He points out that “For retailers, the challenge is not about whether to sell through TikTok Shop. It is how to make every channel – websites, apps and stores – feel more engaging, responsive and confidence-building.”

For retailers sticking to traditional websites to convert customers, that’s a telling sign. Relying on the old model in 2026 risks leaving sales on the table, which is a risk many online sellers can’t currently afford to take.

How can ecommerce retailers cash in on the social commerce boom?

With platforms like TikTok Shop creating clear opportunities for online retailers, now would be a good time to consider a presence on the platform if you haven’t already.

The pivot would require you to adapt to the new landscape. We recommend keeping listings punchy and succinct rather than copying over standard product copy, leaning into trending sounds rather than polished studio ads, and posting consistently so your presence builds momentum.

Partnering with micro-influencers or creating genuine customer content represent other ways to reach new audiences online, while foregoing the cost of a big-budget marketing campaign.

Selling directly on TikTok Shop isn’t the only way to benefit from the shift, however. Lockhart believes traditional retail experiences can actually be harmonious with social discovery, not at odds.

“The retailers that come out on top will be those that turn viral moments into real-world shopping experiences. Consumers are already discovering what they want on social media – now they expect retailers to make finding and buying those products effortless, wherever they shop,” he explains.

Ultimately, the rise of TikTok Shop isn’t a passing trend. It represents a fundamental shift in how the younger generation expects to discover and buy products. The more brands invest in showing up where potential customers actually spend their time, the more hope they have in turning casual scrollers into loyal customers.