TikTok shopping is growing rapidly, with more and more users discovering new products through the app. At the same time, users also tend to use information on TikTok to validate their purchase decisions.

These insights come from Donte Murry, Director of Beauty, Health, and Personal Care for TikTok North America, who recently outlined key trends in consumer behavior to Glossy.

Murry said that after viewing affiliate content, 77% of interested shoppers actively search for more information about the product. He emphasized that this highlights the importance of combining sponsored content with affiliate content to reach users where they search and in the way they are accustomed to.

Murry also noted that one of the most influential factors in driving in-app purchase behavior is comments from other users.

Murry told Glossy: "Brands should think, what do you want to reverse-engineer in the comment section? What kind of conversation do you want to start to help drive that first purchase?"

This could be valuable advice to help marketers optimize their TikTok strategy based on what truly drives purchase decisions.

Influencer endorsements help boost interest, while the video comment section serves to reinforce it. Combining both can have a significant impact on purchase decisions.

Of course, the vast majority of comments come from ordinary viewers, making it nearly impossible to manipulate the comment section. However, there are still ways to encourage organic endorsements from users, thereby driving more consumer engagement.

Murry also mentioned that repeat purchases of the same brand are often driven by tutorial and tip content, "especially videos that share why a product works, the science behind it, the key ingredients, and how these factors contribute to overall value."

These simple and practical points can help TikTok marketers better align their campaigns with key trends within the platform.

As TikTok shopping continues to heat up, this could open new opportunities for brands.