TikTok is making a run for the Snapchat generation and has already surpassed Instagram with Gen Z users, according to an eMarketer report. Meanwhile, TikTok also just advanced its e-commerce aspirations with a new retail feature being tested in Europe.
Meanwhile, Instagram, which is owned by Facebook, trails among Gen Z as of this year, reaching 33.3 million people in that age group, whereas Snapchat and TikTok are reaching 42 million and 37.3 million Gen Zers, respectively, this year.
On Tuesday, Bloomberg News reported that TikTok was building more e-commerce tools to offer retailers a chance to sell directly to its audience, too. TikTok is testing a digital storefront with Hype, a streetwear brand. It’s not TikTok’s first foray into digital sales, and Facebook and Instagram both have digital storefronts, too, which are venues for brands to sell merchandise direct to consumers.