TikTok ‘most effective’ in social at driving new customer acquisition

Analysis from Fospha’s State of e-Commerce report for Q1 2024.

TikTok is more likely to drive sales with new customers than Meta and Alphabet platforms, according to a new report by Fospha, a marketing attribution company specializing in e-commerce.

TikTok, which started life in China as a dance video sharing platform, now has nearly a billion users. The platform, owned by ByteDance, is now making an effort to break into the social commerce space.

Fospha found that 70% of the sales driven by brand campaigns on TikTok were with new customers, and only 30% were return buyers. This is over 10 percentage points higher than...

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