TikTok Shop is quickly becoming one of the most popular ecommerce platforms worldwide. But before consumers check out, they want to hear about others’ experiences with a product. While influencer reviews and recommendations help, many consumers actually prefer verified reviews from everyday customers just like them.
In addition to verified reviews, platform-exclusive discounts and free shipping with no minimums are other factors that keep customers buying on TikTok Shop vs. other retailers.
Verified Reviews are a Huge Conversion Driver on TikTok Shop
When a listing on TikTok Shop has verified reviews, shoppers on the platform are almost always ready to make a purchase. In fact, 96% of buyers on the platform said that verified reviews from everyday consumers on a listing make them more likely to buy something, with 67% saying these reviews make it significantly more likely.
This data, as well as the other stats referenced in this article, comes from a recent Bazaarvoice TikTok survey that was conducted among 1,600+ TikTok Shop users aged 18 and over who are living in the USA and U.K.
In addition to increasing conversions, good reviews can also go a long way in boosting the perception of your brand among the public and help you find more success. For example, things like trust and brand credibility, which are often built up by verified reviews, are some of the most important ecommerce success factors, especially in competitive markets.
Influencers Also Play a Major Role
While reviews from everyday shoppers are a huge driver of purchases, so are influencer recommendations, at least for many customers. In fact, 89% of respondents said they had bought a product based on an influencer recommendation.
Influencers and creators frequently help their fans discover products and are often responsible for them having an initially favorable view of the item, before they even learn much about it. That being said, not everyone feels the same way about influencers and their recommendations.
In fact, many people actually trust regular buyers more than influencers. According to the research, 68% of shoppers are more likely to trust an everyday consumer talking about their experience with a product than an influencer they follow.
Also, 48% have been disappointed by a product after seeing it hyped or recommended by an influencer. Now, this doesn’t mean influencer marketing has no value and is no longer effective. It just means that some shoppers are growing skeptical about sponsored content, and it needs to be done more carefully and deliberately to really connect with audiences and seem authentic.
The Factors Keeping Buyers on TikTok Shop
On top of looking at what helps drive more purchases on TikTok Shop, the research also covered some of the things keeping shoppers on the platform, vs. going elsewhere. While some people may discover a product on the platform, only to go elsewhere to buy it, 46% who see a creator link a product end up buying it on TikTok.
So what keeps them here? According to respondents, the two most popular reasons why TikTok Shop wins the sale over other retailers include TikTok-exclusive discounts (77% of respondents) and free shipping with no minimums (71%).
TikTok Shop is also a go-to platform for product discovery, and it’s this potential for discovering something new and exciting that often keeps people browsing on the platform. In fact, 75% of TikTok Shop buyers have bought something there that they wouldn’t consider buying anywhere else.
However, people still aren’t blindly buying on the platform without a little homework, as 65% frequently or always research a product before deciding to buy it on TikTok Shop.
Our Take
Social Proof is More Important Than Ever
Whether you’re selling on TikTok Shop or another platform, it’s clear that social proof is more important than it’s ever been. As there are endless product choices and options, social proof like verified reviews helps companies break through the noise and lower perceived buying risk among many shoppers.
Also, many people today do not trust ads or brand claims, frequently worry about influencers being biased, and feel constantly bombarded by different ads at all times. All of this ad fatigue often helps independent and unscripted reviews from those with nothing to gain by writing feedback feel more authentic and trustworthy.
As a result, your brand needs to ensure it offers great products and provides helpful customer service to encourage positive reviews from past customers. Of course, ensure the process for leaving feedback is frictionless, and make sure to respond to feedback to show your customers that you’re listening and value what they have to say.
