TikTok has unveiled its second annual “What’s Next 2024: Shopping Trend Report,” highlighting the transformative shifts in consumer behavior influenced by economic uncertainty and inflation. The report provides insights into the evolving emotions, communities, and relationships that are shaping shopping habits, with a focus on how TikTok users are adapting their spending strategies to prioritize joy, community, and trust.
Key Shopping Trends: Bending Reality
The report introduces three key trends reshaping consumer behavior on TikTok:
- Bending Emotions: TikTok has become a space where entertainment, shopping, and community converge to boost moods. Shoppers are seeking out brands that not only offer value but also resonate with their need for joy and relief in an overwhelming market. The platform’s users are increasingly selective, connecting with brands that align with their values and foster friendship-like bonds.
- Bending Communities: TikTok communities are evolving into a new form of self-care, where conscious consumers are prioritizing value over fleeting viral trends. These communities are redefining traditional demographics, embracing multifaceted identities, and fostering cross-market connections. Brands like Klarna are tapping into TikTok’s #BuyItForLife community to offer expert advice on high-end purchasing decisions, such as investing in luxury secondhand items.
- Bending Relationships: Marketers on TikTok are transforming one-way brand-consumer relationships into collaborative and transparent partnerships. Brands that involve customers in the development process and respond to real-time feedback are building stronger bonds. Additionally, TikTok users and brands are increasingly exploring AI’s potential to alleviate decision fatigue, as seen in Second Cup’s innovative use of ChatGPT in a recent campaign.
Insights from the Global Head of Business Marketing
Sofia Hernandez, Global Head of Business Marketing for TikTok, emphasized the significance of these shifts: “We are witnessing an era of profound transformation in how people engage with brands and approach their purchasing decisions. Today’s shoppers are motivated by joy, curiosity, and a desire for long-term value, prioritizing genuine brand relationships over superficial interactions.”
Methodology and Data Sources
The “What’s Next 2024” report is supported by data from TikTok’s Global Marketing Science team, gathered through various third-party research studies conducted between 2022 and 2024. These studies utilized a mix of quantitative online surveys, mock TikTok environment exposure, and advanced analytics to capture the most relevant and innovative trends shaping the shopping landscape in 2024.
