TikTok has released new research revealing that the luxury sector is undergoing a structural shift driven by discovery commerce.

According to a new study of more than 3,000 luxury consumers across the UK, USA, France and Italy, TikTok has become one of the fastest-growing channels for discovery, decision-making and direct purchase in the luxury fashion category.

• Global personal-luxury goods declined by 2% in 2023, Europe grew by 3% to an estimated €110 billion, fuelled by younger consumers.
• In the USA, the platform's average user is over 30. The research indicates that 70% of the TikTok luxury audience have spent over £1,000 on a single fashion item, often after watching peer-led content.

Luxury reimagined: from status symbol to self-expression

• On the platform, luxury is increasingly personal: it’s about taste, creativity, and identity. The study found that nearly half (47%) of TikTok users now define luxury as a form of self-expression, rather than status, associating it with empowerment and individuality.
• This shift is also visible in what drives purchases, with 59% of luxury shoppers on the platform saying their main reason for buying is to reward themselves. Hashtags like #selfgifting have seen a 110% surge in video views, highlighting the emotional motivations driving this new mindset. 

From glossy campaigns to creator feeds: TikTok is changing how luxury is discovered

• The research found that discovery is no longer confined to glossy campaigns or high-end storefronts, but in relatable, creator-led content on users' feeds.
• Roughly two-thirds of first-time luxury buyers say their initial spark of interest came from social media, and TikTok is emerging as one of the fastest-growing channels.
• TikTok users are more likely to discover luxury brands via social user-generated content (38%) and creator videos (32%).
• Creators play a vital role in decoding everything from craftsmanship and pricing to fit and styling, helping audiences navigate luxury with clarity and confidence.
• One in four (26%) TikTok luxury shoppers say they wait for creator reviews before buying, and a third (32%) discover brands through creators.
• Luxury buyers are turning to TikTok threads for authenticity checks, sizing advice, and peer recommendations. A 113% YoY increase in comments on luxury fashion content underscores a shift towards participatory brand dialogue rather than top-down storytelling. 

From inspiration to action

• 15% of TikTok users have purchased a luxury fashion item directly after seeing it on the platform. Many more save content, revisit it, and return ready to buy.
• TikTok is also catalysing new behaviours. One in four luxury shoppers now purchase second-hand items inspired by TikTok trends, while one in three act on personalised recommendations surfaced via creator content.
• As Gen Z and Millennials - on track to control 60% of luxury spend by 2026 - prioritise transparency, identity and authenticity, TikTok has become more than a marketing channel. 

For more information, visit tiktok.com.