Earnest Analytics Case Study

TikTok Shop Disruption Analysis with Credit Card Transaction Data


Since launching in the US in September 2023, TikTok Shop has sought to expand its social media and advertising platform into a full-fledged shopping destination. A large, loyal audience and 100 minute per day usage average could mean disruption for hundreds of other retailers and direct sellers. Earnest Analytics clients wanted to know: 

Who is the typical TikTok Shopper compared to the broader user base?

How fast is TikTok Shop growing and among which customers?

Where do TikTok Shoppers buy and who could be disrupted?

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