User Comments Drive The Majority of TikTok Purchases

TikTok shoppers are significantly influenced by affiliate links and peer comments when making purchase decisions, according to new insights from the company.

Donte Murry, TikTok’s North America director of beauty, wellness, and personal care, told Glossy that 77% of users who show interest in a product after seeing affiliate content go on to search for more information about it. Notably, Murry emphasized the critical role of comments in the purchase journey. He noted that user comments often act as a key validation factor, reinforcing or deterring buying intent.

Brands are encouraged to think strategically about the types of conversations they want to spark in comment sections to guide potential customers toward their first purchase. “Influencer endorsements help raise interest, while comments serve as reinforcement,” Murry explained. Although brands cannot directly control user-generated comments, they can encourage engagement through authentic content that prompts discussion.

For repeat purchases, educational content performs particularly well. Murry pointed out that tutorials, ingredient explanations, and science-backed videos are the strongest drivers for second buys from the same brand. Content that clearly communicates value, effectiveness, and product benefits tends to build longer-term customer trust.

These findings come as TikTok continues to expand its shopping features and in-app commerce capabilities. The platform has become a major destination for product discovery, especially among younger consumers, with affiliate marketing and social proof playing central roles in converting interest into sales. As TikTok Shopping grows, understanding these user behaviors is becoming increasingly important for brands looking to maximize performance on the platform.