Shopping on Tik Tok has surged by 553 per cent over the past 12 months, according to new research.

The growth was nearly three times higher than on Instagram, which saw shopping increase by 189 per cent.

Facebook experienced growth of 160 per cent, while Pinterest saw a boost of 356 per cent during the same period.

The study from Bazaarvoice, which surveyed 3,272 UK consumers, also found that Instagram is the most popular social media platform for e-commerce, with 64 per cent of consumers shopping from the platform over the past year.

45 per cent of consumers said they had shopped from Facebook, while just 24 per cent said had purchased goods from Tik Tok.

Over three quarters of consumers said they were now more influenced to shop on social platforms than they were a year ago.

This comes as the number of those ‘always’ shopping from their smartphone increased by a significant 214 per cent, and those who ‘always’ shop from social media increasing by 146 per cent.

“The impact of the pandemic on social commerce is significant,” said Ed Hill, senior vice president EMEA, Bazaarvoice. “Over the past year, commerce has become a cornerstone feature for social platforms, as consumers have spent more time on social apps.

Hill added: "Brands that have realised this opportunity have succeeded, as consumers are now more likely to see – and be influenced by – brand advertising, user generated content and influencer posts.”

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