Luxury shoppers turn to TikTok for product discovery | Retail Dive Skip to main content CONTINUE TO SITE ➞ Don't miss tomorrow's retail industry news Let Retail Dive's free newsletter keep you informed, straight from your inbox. Daily Dive M-F DTC Weekly Every Tuesday Marketing Weekly Every Wednesday Tech Weekly Every Thursday Operations Weekly Every Monday By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Search An article from Dive Brief Luxury shoppers turn to TikTok for product discovery Users are scrolling the social media giant to find product reviews, creator videos and other content that influence their purchases. Published July 10, 2025 By Tatiana Walk-Morris post share post print email license A TikTok sign outside a building. Seven in 10 luxury shoppers on TikTok have spent more than $1,300 on a single fashion item, typically after watching peer-led content. Getty Images Listen to the article 3 min This audio is auto-generated. Please let us know if you have feedback. Dive Brief: Seven in 10 luxury shoppers on TikTok have spent more than 1,000 pounds (approximately $1,355 at press time) on a single fashion item, typically after watching peer-led content, according to a TikTok-commissioned report conducted by AYTM. While over a third (38%) of TikTok users are more likely to find high-end brands through social user-generated content, nearly a third (32%) discover them via creator videos. Of the more than 3,000 luxury shoppers surveyed across the U.K., the U.S., Italy and France, about a fourth (26%) of TikTok luxury shoppers wait for creators to review products before buying them. A fourth of luxury shoppers are buying used items inspired by TikTok trends and a third purchase recommended products introduced through creator content, the report said. Citing a 2023 BCG report, TikTok said about two-thirds of first-time luxury purchasers said social media sparked their interest in the space. Dive Insight: Though TikTok is becoming a popular platform for finding high-end fashions, fewer are making immediate purchases. About 15% of survey respondents bought a luxury item directly after seeing it on the platform, according to TikTok. More often, shoppers save content and return to it when they’re ready to buy, the report said. “This research shows that what drives luxury purchases today isn’t polish — it’s proof,” Cassandra Russell, GBS at TikTok U.K., said in a statement. “People want to hear from peers, not just brands. TikTok has become a place where credibility is built in the comments section and the path to purchase now runs through creators, conversations and community insight. It’s the spark that luxury brands can’t afford to ignore.” While some TikTok users are shelling out on high-end goods, the majority of TikTok shoppers are spending far less on the platform. A PartnerCentric survey found that TikTok shoppers aged 60 or younger spent an average of $59 per purchase and $708 annually on the platform. In light of the market volatility, even luxury shoppers are becoming less positive about the economy overall. A Saks Global Luxury Pulse survey released last month found that 28% of respondents reported a positive outlook on the economy, a 13-percentage-point decrease from the previous survey. As luxury shoppers sour on the economy, their spending on high-priced items is predicted to contract. Purchases of personal luxury items could decline between 2% and 5% this year, a Bain & Company report projects. However, ultra-luxury items, jewelry, apparel and eyewear are expected to remain strong, according to the report. purchase licensing rights Filed Under: Marketing, Technology, Consumer Trends Retail Dive news delivered to your inbox Get the free daily newsletter read by industry experts Email: Select Newsletter: Daily Dive M-F Select Newsletter: DTC Weekly Every Tuesday Select Newsletter: Marketing Weekly Every Wednesday Select Newsletter: Tech Weekly Every Thursday Select Newsletter: Operations Weekly Every Monday Select user consent: By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Sign up A valid email address is required. Please select at least one newsletter. Editors' picks Leon Neal via Getty Images 8 retail trends to watch in 2025 Each year brings unique headwinds and tailwinds. From increased attention on DEI efforts to the shifting nature of DTC, this is what we’ll be following in 2025. 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