According to the latest Earnest Analytics’ report, over 11% of US households have purchased items via TikTok Shop since its launch in September 2023. In February 2024, TikTok Shop sales accounted for 68.1% of the total gross merchandise value (GMV) in social commerce transactions. Livestream shopping platform Whatnot captured 31% of GMV, while Instagram Checkout, Facebook Shop, and Flip App combined amounted to less than 1%. Regarding age demographics, Gen Z consumers aged 18 to 24 are 3.2 times more likely to make purchases on TikTok Shop compared to the general adult population.