NielsenIQ reported yesterday that TikTok Shop has emerged as the fastest-growing e-commerce platform in the UK for 2024, now ranking as the country’s third-largest online marketplace. The report attributes this growth to increased user penetration and higher purchase frequency. In 2024, 54% of TikTok Shop’s shoppers were first-time buyers, while returning customers contributed significantly more, accounting for twice the number of repeat purchases and 72% of total spending. The report also highlights TikTok Shop’s strong presence in categories such as beauty, fashion, home and kitchen, and personal care.