TikTok Shop, after little more than a year of life in Spain, consolidates its position in 16th place among all retailers analyzed by NielsenIQ in its latest ecommerce panel. Data from the same report also places the platform's penetration level at 18.7% among Spanish online sellers.
This x-ray also evidences the diversity of TikTok Shop users in Spain and the appeal it generates among different age groups: 40% of Generación X, 30% of millennials, and 23% of Generación Z have bought something on TikTok Shop.
The growth of the beauty category on TikTok Shop and the LIVE Shopping revolution
This rise is especially disruptive in the beauty sector, with triple-digit growth in the last 6 months, managing to position itself as the seventh largest online retailer in the beauty category. This milestone demonstrates how the innovative discovery commerce model is transforming the sector.
TikTok Shop's 'Discovery Commerce', where buying is not the final goal, but the natural consequence of discovering inspiring and entertaining content, is transforming the traditional shopping experience into an active community.
"The momentum we are seeing in the beauty sector in Spain demonstrates how Discovery Commerce is transforming the way people discover and buy products," comments Irene Salido, director of strategic verticals at TikTok Shop. "The platform allows building communities through entertainment, authenticity, and real-time interaction. Formats like LIVE Shopping are creating more attractive and dynamic experiences for consumers, while offering brands a new and powerful way to connect with audiences and be part of the cultural conversation".
Beauty is a category strongly driven by trends and inspiration, aligned with content and with a strong educational component. As a result, on average, beauty sellers in Spain already generate 65% of their revenue through content-based formats, such as short videos and LIVE Shopping sessions. Live shopping sessions -LIVE Shopping- have grown 173% in the last six months in this category. This means that about a third of all monthly sessions are focused on the beauty sector.
And it is that formats like LIVE Shopping fit wonderfully with beauty brands, by allowing them to show and test their products in real time, show tutorials, answer questions, and connect directly. This format has emerged as the favorite for interacting with the community, replicating the experience of a physical store interactively on a large scale.
The triumph of beauty brands on TikTok Shop
TikTok is the reference platform for beauty brands to connect and interact with their communities. This is due to the fact that the beauty sector and its products enjoy great success among TikTok users, which translates into greater interest in acquiring them. Within the beauty category, what triumphs most in Spain are: perfumes, skincare and makeup.
Thus, the latest GMI data highlight the trend among TikTok users to acquire certain products to a greater extent compared to those who do not use the platform: eight out of ten TikTok users are more likely to buy makeup or cosmetics compared to those who do not use the platform, and more than 70% claim to have discovered new products in this category that they did not even know about just a month ago.