Survey: Over 70% of UK TikTok Shop Shoppers Value User Ratings and Reviews

According to UK media reports, as the year-end holiday shopping season approaches, a large number of consumers are flocking to TikTok for gift inspiration. A latest survey released by Bazaarvoice, a platform connecting over 13,000 brands and retailers and providing authentic consumer content, shows that 66% of UK consumers now make purchases on TikTok Shop, with one in five users shopping on the platform at least once a week.

According to NielsenIQ, TikTok Shop is currently the fourth-largest beauty retailer in the UK. Last month, UK beauty retail brand Boots officially joined the platform, selling products alongside brands such as Sephora and Marks & Spencer that joined earlier. Materials related to the brand's onboarding indicate that this move will bring trusted beauty expertise to a new generation of social shoppers.

Bazaarvoice survey data shows that three-quarters of platform consumers have purchased items on TikTok Shop that they would not have considered buying through other channels, and 64% of users discover new brands and consumer trends through the platform. 40% of consumers are prompted to make purchases on the platform by creator content. Based on these user characteristics, a large number of retailers and brands are choosing to market their products on this social platform.

Among TikTok Shop consumers covered by the survey, 68% trust ordinary consumers' shares more than influencer-generated content when shopping on the platform. When asked about the most core factor influencing purchase decisions, 74% of users chose star ratings and consumer reviews, 56% chose product photos and videos uploaded by consumers, and only 31% chose influencer endorsements. 47% of consumers reported that if the platform has authentic product usage videos, they would be more inclined to choose TikTok Shop over traditional retailers for shopping, and 99% of respondents confirmed in the survey that they trust user-written reviews, uploaded photos, and video content when making purchase decisions.

David McIntosh, General Manager of Bazaarvoice for Europe, the Middle East, and Africa, noted in the survey conclusions that brands can currently use trusted user-generated content such as user reviews, ratings, and user-uploaded images and videos to build authentic connections with consumers. Such actions can help brands convert potential browsing users into long-term customers.

This article was first published on the official website of Ebrun.