NIQ, a global leader in measurement and data analytics, has recently collaborated with TikTok to release a comprehensive report focusing on the TikTok Shop feature. This report sheds light on the evolving consumer shopping behavior and provides valuable insights for brands looking to engage with their audiences on this influential platform. With NIQ’s advanced measurement capabilities, brands and retailers can now gain a deeper understanding of their product performance within TikTok Shop, allowing them to make informed decisions to drive meaningful outcomes in today’s dynamic marketplace.
Jacqueline Flam, SVP, U.S. Beauty at NIQ, emphasized the significance of combining TikTok’s creativity and engagement with data-driven insights from NIQ. She highlighted how understanding and measuring performance on TikTok Shop goes beyond tracking numbers—it’s about unlocking the power of consumer behavior in real-time. This empowers brands to strategically connect with their audiences, driving growth and staying ahead in the competitive marketplace.
According to the 2024 NIQ Consumer Outlook survey, a significant percentage of consumers are now making direct purchases from social media or live-stream platforms for grocery and household items. This shift in consumer behavior eliminates the need for physical store visits and travel time, making shopping more convenient and accessible. The survey also revealed that a large portion of Millennials and Gen Z online purchases are made through smartphone apps, indicating the growing importance of mobile commerce in today’s digital landscape.
Rachael Ryan from TikTok highlighted the platform’s role in driving consumer engagement and commerce through entertainment, personalized discovery, and authentic voices. She expressed gratitude for NIQ’s support in helping brands navigate this evolving landscape, delivering experiences that resonate with consumers and drive growth in the ever-changing commerce environment.
Brands can leverage TikTok to build strong connections with various demographics, fostering long-term loyalty and engagement. Whether well-established or smaller brands, TikTok provides a platform for product discovery and consumer interaction, enabling brands to thrive in a competitive market.
The survey insights from the report further emphasize TikTok’s influence on consumer behavior and e-commerce trends. TikTok users are significantly more likely to discover and purchase new products immediately, showcasing the platform’s role as a catalyst for consumer engagement. With a high percentage of users familiar with TikTok Shop and open to making purchases through it, the platform has become a key player in the e-commerce landscape, offering a seamless shopping experience to a receptive audience.
Moreover, TikTok’s ability to drive post-engagement actions and offline impact is evident, with a majority of users taking off-platform actions to explore products further and even visiting physical stores to make purchases. This highlights the platform’s influence on consumer behavior both online and offline, solidifying its position as a powerful tool for brands looking to connect with consumers in a meaningful way.
In conclusion, the collaboration between NIQ and TikTok has resulted in a valuable report that provides insights into consumer behavior, e-commerce trends, and the impact of TikTok Shop on brand engagement. Brands can leverage these insights to create strategic marketing campaigns, drive consumer engagement, and ultimately drive growth in today’s competitive marketplace.