How social media influencers shape consumer decisions

Key factors influencing TikTok users' buying decisions

Social media marketing is rapidly evolving, with TikTok at the forefront of this transformation. Shopping influencers on the platform are increasingly influential in guiding consumer decisions and spending habits.

TikTok users showed a strong preference for social media influencers with integrated shopping options. More than half (54%) were most likely to buy from influencers with an Amazon storefront.

Gen Z consumers were significantly more receptive to influencer recommendations than traditional marketing methods. They were 34% more likely to make purchases based on shopping influencer recommendations versus traditional ads and 50% more likely to be influenced by these social media stars than by celebrity endorsements.

We could also see a trend emerging in platform integrations. Although 56% of TikTok users had no plans to link their accounts with Amazon, 39% said they planned to do so, and 5% already had. This connection would make for a more seamless online shopping experience.

From recommendation to purchase

TikTok influencers are not only shaping consumer preferences, they're also influencing spending patterns and local business discovery. This section explores the financial impact of influencer recommendations and their role in promoting local brands.

Half of TikTok users reported spending at least $100 in the past year on impulse purchases recommended by shopping influencers. Among those who made purchases, one in four spent $150 or more on influencer-recommended items during the same period.

However, these impulse buys often end with buyer's remorse. More than one in four TikTok users regretted their impulse purchases. Gen Xers were the most likely to have experienced this regret (31%) compared to 25% of both Gen Z and millennial users.

Shopping influencers were also highly effective at promoting local businesses. Nearly one-third of TikTok users (29%) had discovered local brands or products through influencer recommendations on the platform — especially Gen Zers (36%).

Many consumers in the U.S. are willing to spend more to support local small businesses. However, while a third of the TikTok users we surveyed expressed interest in supporting local businesses through the platform, budget considerations often took precedence.

Most users (87%) prioritized staying within their budget over shopping locally, but there were slight generational differences: 14% of millennials and 11% of Gen Z prioritized local shopping over budget constraints.

Shopping influencers in business marketing plans

As social commerce gains momentum, businesses are increasingly recognizing the potential of shopping influencers and TikTok Shop. This section explores how companies of various sizes are incorporating these strategies into their marketing plans.

Many businesses today use shopping influencers in their marketing strategies. Overall, 26% of them have already integrated TikTok influencers into their marketing plans, including 34% of medium and 32% of small businesses. Another 39% of businesses — regardless of size — intend to incorporate shopping influencers into their marketing efforts.

We found that medium businesses may soon lead this trend, with 43% planning to integrate shopping influencers into their marketing plan in the coming year. Small businesses follow closely, with 39% having similar plans.

So far, medium businesses have reported the most positive outcomes from collaborating with shopping influencers, with 87% experiencing an increase in their customer base afterward. Small businesses also saw substantial benefits, with 79% reporting customer growth. In comparison, 69% of large businesses noted an expansion in their customer base through these partnerships.

Sales increases were also notable, particularly among medium enterprises. Nearly three-quarters (74%) of medium businesses reported higher sales after partnering with shopping influencers, compared to 68% of small businesses.

TikTok Shop appeared to be a key area of interest for many business owners: 42% said they plan to invest in TikTok Shop in the coming year, while 19% intend to expand their existing TikTok Shop strategy. Small businesses showed the most enthusiasm for this platform, with 55% planning to invest in TikTok Shop. This was significantly higher than the 40% of medium businesses and 16% of large businesses with similar plans.