TikTok Shop is a hit in Spain. Only two months after its arrival, TikTok Shop shows great promise. TikTok Shop is successful because it combines entertainment, live content from creators, platform integration, and reasonable wait times.
As NielsenIQ points out, the experience on TikTok Shop has been remarkable for users: one in two buyers considers the platform easy to use, two in five indicate that the payment process is very simple, and one in three describes the experience as impeccable.
TikTok Shop is also becoming a showcase for brands and a way to discover new brands through the platform. Three out of four consumers are likely to make a purchase while browsing TikTok Shop, and 83% say that TikTok directly influences their purchasing decisions.
Despite being active in Spain for only a few months, TikTok Shop seems poised to change the current paradigm, and its presence is very promising. Currently, it has more than 20 million monthly active users, and TikTok is positioned as the fourth most used social network among Spaniards.
Moreover, it is the fourth social platform in our country, both in awareness and usage, behind WhatsApp, Instagram, and Facebook, but it is second in intensity of use, surpassed only by Spotify. As NielsenIQ Digital Purchases indicates, the potential revenue is 500 million euros in its first year if it manages to replicate the sales volume experienced in the United Kingdom in Spain.
Those +30 are the ones who spend the most on TikTok Shop
Data recorded by the 300,000 panelists of NielsenIQ Digital Purchases reveals that Generation X is responsible for 44% of the spending on TikTok Shop, while Generation Y accounts for 33%, figures that contrast with the 15.3% attributed to Generation Z, which was expected to be more active. Women dominate purchases on TikTok Shop, with 60% of the spending on the social e-commerce platform, compared to 40% for men. Meanwhile, the most purchased categories are personal care, with 40% of sales in value. And if there is something in which Spain differs from European countries, it is that the second largest section of most purchased products is food, with 26% of spending.
Catalans are the ones who buy the most
TikTok Shop has a penetration of 1.4%, with an average purchase ticket of 16 euros, and the purchase frequency is 1.3. The day on which Spanish users who consume this platform make the most purchases is Wednesday, the day on which 24% of sales are concentrated, and the most active autonomous community is Catalonia, where 19% of purchases are made, followed by Andalusia.
Virginia García, Beauty and Luxury expert at NielsenIQ, adds that e-commerce "has grown by 18% in the last year, becoming the most dynamic channel of FMCG and already representing 6.6% of total sales. The growing activity of e-commerce makes it more necessary than ever to understand each of the new business models such as social commerce, in order to have a comprehensive understanding of the consumer."