TikTok has overtaken Facebook and Instagram to become the UK’s ‘most-shopped’ social channel, new research has found.

A study by the Retail Technology Show which surveyed over 1,000 UK shoppers found that the average shopper made 10 purchases per year on TikTok. Shoppers were found to have made nine purchases per year on rival social media platforms Instagram and Facebook.

Just looking at the Gen Z demographic of users on TikTok, which the trade exhibitor said makes up around 60 per cent of users on the platform, the purchased average was 19 per year – besting Instagram and Facebook with 18 and 15 purchases per year respectively.

The research also found that Gen Z is beginning to embrace the Metaverse, with 42 per cent of Gen Z shoppers already interacting with brands through the channel.

Remarking on the rise of social media e-commerce, Matt Bradley, event director for the Retail Technology Show said: “As this sales channel matures and adoption amongst shoppers continues to grow, we’re now seeing a shake-up the status quo.”

He continued: “With new platforms and new evolutions of social commerce itself, such as the Metaverse, becoming more mainstream, shoppers are migrating towards these new formats, with TikTok now leading the way as the most shopped social network.”

In a bid to attract a younger generation of shoppers, Amazon recently threw its hat into the social shopping ring with the launch of its own social shopping feed named Inspire.

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