TikTok, cash for commerce

MEXICO CITY (El Universal).— A study conducted by Adjust, a leading company in measurement and analysis of mobile applications, shows that TikTok users spend up to 370% more on digital commerce applications than users of other platforms.

The analysis, which was carried out around the world and covered more than 200 thousand applications, found that the social network not only attracts users with high purchasing potential, but also generates greater retention and brand loyalty.

According to the study, the uninstall rate of e-commerce apps is 4.48% lower for users who come from TikTok. Meanwhile, users of the social network have 58% higher retention in e-commerce apps compared to other platforms.

“The study conducted by Adjust between May 2022 and July 2023 compared the performance of e-commerce application marketing campaigns on different platforms. Specifically in Mexico, TikTok has established itself as the main platform that generates real commercial results to boost the e-commerce of its advertisers,” the social platform reported.

In that sense, he highlighted that TikTok is gaining more and more prominence in the advertising industry as an ally that offers brands and companies not only brand consideration, but also sales conversion.

“TikTok has become a tool for both users and brands. Its entertainment and creativity format is changing the way people discover, inform themselves, buy products through community commerce,” he explained.