E-commerce, in Italia almost 1 in 5 consumers use TikTok Shop

Arrived in Italia a year ago, TikTok Shop has reached 14th place among the best-known e-commerce operators and today the platform is used by almost 1 in 5 consumers, with an average purchase of EUR 24.5. This was explained by Rossella Perruso, Account Director, Media & Entertainment of Nielsen IQ Italia, citing data from the Digital Purchase e-commerce consumer panel during the event for the first birthday of TikTok Shop that took place in Milan.

Beyond trends and entertainment, TikTok confirms itself as a virtual place where brands can grow their businesses and where small and very small businesses can sell their products directly. So much so that one year after its launch on 31 March 2025, TikTok Shop counts "21 thousand active local sellers", as Massimo Rocchelli, Operations lead of the platform in Italia, explained during the event.

The data of Nielsen IQ's E-Commerce panel say that the audience of TikTok Shop is transversal, not limited to Gen Z, traditionally considered the 'natural' target of the short video platform that today counts 25.2 million monthly active users in Italia: the over 40s generate 41% of the value. And it is distinguished by particularly active consumers, who show a higher than average frequency of purchase, with around 32 online orders per year compared to 22.5 for the average e-commerce buyer in Italia, confirming the platform's potential already in the short term.
Although the average shopping basket value is slightly lower (EUR 46.6 for the TikTok buyer compared to EUR 50.5), the higher frequency of purchase translates into a higher annual online spend. In total, TikTok Shop shoppers spend an average of €1,485 per year on e-commerce, compared to €1,138 for the average online shopper, demonstrating a more frequent and constant use of online channels. Fashion and beauty are the categories in which most purchases are concentrated (21% and 14% respectively), followed by home & living (13%). Among the top-performing products in terms of value in Italia are sports supplements, beauty items, small household appliances and lifestyle accessories.

The number of companies - both 'SMEs and big brands' - using the content of the social netwotk (with 25.2 million monthly active users in Italia) to sell their products has 'more than doubled in 6 months' compared to 8,000 in September 2025, says Rocchelli, Operations lead of TikTok Shop Italia. Moreover, over the same period, the companies' daily turnover has been 'growing in triple digits'. Since the beginning of 2025, "58% of sales are through video (38%) and live (20%)", exploiting "our creators as the main engine", adds Rocchelli.