Shein, Temu share highest percentage of customers with TikTok Shop

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Higher percentages of brand customers shopping at TikTok Shop could suggest TikTok Shop may disrupt sales to those brands, but not necessarily. Around 28% of Shein customers shopped at TikTok Shop in its first months, one of the highest overlaps of any fast fashion or general apparel brand. A quarter of Temu’s customers also shop at TikTok Shop, leading other ecommerce sites like Etsy (17%), Ebay (14%), and Amazon (12%). H&M has the next highest overlap after Temu, with 20% of its customers also shopping at TikTok Shop.

Nike is the favorite athleisure and athletic brand for TikTok shoppers (see above), and 19% of Nike customers have made a purchase on TikTok Shop, higher than most other athleisure brands. 

Download full TikTok Shop report

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