TikTok seems to be doing a good job of getting customers to make multiple purchases on its new shopping platform, Shop, according to data from Earnest

TikTok Shop is second only to Amazon in a key measure of customer loyalty

submited by

Style Pass

2024-04-18 04:30:12

TikTok seems to be doing a good job of getting customers to make multiple purchases on its new shopping platform, Shop, according to data from Earnest Analytics.

Earnest, which tracks credit-and-debit-card transactions, found that around 27% of TikTok shoppers came back to make another purchase after five months of their first buy. On this measure, TikTok Shop outperformed other e-commerce platforms, including Temu, Shein, and Etsy, as well as fellow social-commerce channels Whatnot, Flip, and Instagram Checkout. It also performed better than Walmart.

Amazon was the only e-commerce platform that beat TikTok Shop in Earnest's dataset, which looked at customer-retention data between January 2022 and February 2024. That company saw around 36% of shoppers return after five months of their first purchase.

About one in 10 US households have made a TikTok Shop purchase since September, when the platform rolled out in the US, per Earnest's analysis.