A recent Ipsos study shows TikTok’s significant influence on digital commerce, with 81% of users valuing it for authentic product reviews. The research emphasizes a shift from traditional search engines to TikTok for discovery, highlighting its ability to curate personalized shopping experiences. Brands are leveraging TikTok not just for trends but as a powerful platform to engage consumers, turning scrolling into exploration and transaction opportunities. The study indicates an evolving landscape where content becomes central to consumer journeys and can impact a wide range of products.
TikTok's strength lies in discovery, relying on an interest graph and curating personalized content through its For You feed.
The big change has been a move away from traditional search engines for discovery to something more engaging, like TikTok.
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