TikTok shoppers outspent at Shein, underspent at Nike
Access chart in Dash.
TikTok Shop customers spent 15% more from January 1-March 23 2024 than they did the year prior, meaningfully faster than the 4% YoY growth across all Shein shoppers. This suggests that despite a relatively high 28% overlap between their customer bases, TikTok Shop has not yet had a negative impact on Shein sales. TikTok Shopper spending at Old Navy, Amazon, and Goodwill also all outperformed the general shopper base.
The opposite is the case for other high overlap brands eBay and Nike. TikTok Shop customers spent 10% less YoY during the same period through Nike DTC channels, compared to an 8% decline across all Nike DTC shoppers. Ebay shoppers increased their spend 1% YoY during the first several weeks of 2024, while TikTok Shoppers’ spending at eBay fell 4% YoY. This suggests TikTok Shop could be having a negative impact on those brands.
