While 66% of UK consumers now purchase goods on TikTok Shop and one in five use it at least once per week, trust remains a barrier to purchasing through the platform, according to new research from Bazaarvoice, based on a survey of more than 1,600 TikTok users aged 18 and older living in the US and UK.

TikTok Shop is the fourth largest beauty retailer in the UK according to NielsenIQ. Last month, Boots joined the likes of Sephora and Marks & Spencer to sell their products on the platform, saying it would “bring trusted beauty expertise to a new generation of social shoppers." 

Bazaarvoice’s research shows that three quarters of shoppers have bought a product on TikTok Shop that they wouldn’t have considered buying elsewhere, and 64% use the platform to discover new brands and trends. 

With this in mind, it is easy to see why so many retailers and brands are choosing the social media giant to market their products for sale. The research delves further into why consumers choose certain products and brands over others. 68% of shoppers are more likely to trust an everyday customer than an influencer when making a purchase on the platform. 

When asked about the most important factor in their buying decision, 74% of TikTok shoppers said star ratings and customer reviews were most important, followed by 56% who cited customer photos and videos, and just 31% who stated influencer endorsements. 

David McIntosh, General Manager EMEA at Bazaarvoice, says: “TikTok Shop creates a fantastic opportunity for retailers to reach new customers, and this research highlights that whilst shoppers discover products through creators and they look to other customers before they buy, one of the most important elements of the sales process is trust in the brand and product."

“There is a great opportunity now for brands to focus on building authentic relationships with their customers through the use of trusted user generated content, such as customer reviews and ratings, and customer photos and videos. Actions like this could go a long way to turning prospective shoppers into long-term customers.”

Additional findings from the research include: 40% of shoppers are triggered to purchase on TikTok Shop by creator content; 47% of shoppers would be more likely to shop with TikTok Shop than a traditional retailer if there was authentic video proof of the product; 99% of respondents said they trust customer written reviews, photos and videos when making a decision to purchase.

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.