TikTok Sparks Shopping Addiction
TikTok isn’t just a hub for social media; it’s now becoming a catalyst for shopping addiction.
From January to October, a staggering 170 million Americans used TikTok, racking up over $10 billion in purchases through the TikTok Shop—essentially double the spending from the previous year.
Initially, Sam Reddy found the TikTok shops annoying when they began cluttering his feed about a year and a half ago, but soon, he found himself hooked.
“It was really bothersome at first, but after seeing all the ads and people buzzing about certain products, I started feeling FOMO,” shared Reddy, a 40-year-old from Baltimore. “You see someone talking about an item, and suddenly, you want it. Before you know it, you’re moving from TikTok to check out that product.”
Reddy, who specializes in corset-making, began his spending spree with corset materials. However, his interests quickly expanded to trendy snacks—so much so that his cabinets overflowed with items like Dubai chocolate bars and Folicious pho noodles.
In the last six months, he has spent around $3,000, even accumulating debts of $1,000 on buy-now-pay-later platforms like Affirm and Klarna.
“This is spending we wouldn’t have considered otherwise,” he noted. “It creeps up on you, which is what’s so unsettling. You’re either in shopping mode or watching videos, so making a conscious choice to stop is tough.”
The TikTok Shop integrates seamlessly into the app, transforming it into an e-commerce platform. Users encounter ads within their video feeds, allowing for easy purchases without needing to navigate a separate browser, unlike Instagram.
“This setup creates a perfect storm for significant spending,” explained Scott Rick, a marketing professor at the University of Michigan. “It’s a fun environment filled with innovative products from individuals we trust, which often feels more reliable than a company.”
The layout of the TikTok Shop resembles Amazon’s, offering various products, from clothing to beauty essentials. TikTok users can also earn small commissions by promoting these products in their videos.
Carrie Rattle, a financial therapist from Westchester, pointed out that the personal stories behind these promotions make purchases even more tempting. Some might even say it’s a “QVC for Generation Z.”
“Having someone endorse a product acts like instant social proof. Their narratives about the items add a personal touch, making the experience feel like shopping,” she commented.
However, some users, like Reddy, have expressed regret over many purchases, particularly low-quality bras, prompting feelings of disappointment toward the social media platform they once loved.
Samantha Gashi, another heavy user, admitted that she wasn’t interested in online shopping before TikTok Shop flooded her with ads. “It’s super accessible. Everything is just presented to you,” explained Gashi, a 33-year-old influencer and restaurant owner from Pennsylvania.
She estimates she encounters ads about every third scroll, which is a lot, considering people spend six to seven hours a day on apps.
Before long, Gashi found herself buying clothes and beauty products, totaling over $10,000 on roughly 200 items—many of which she never uses or regrets buying. “I have a ton of stuff I don’t even know why I bought,” she confessed. “Most items don’t fit or are just low quality. It feels like everyone is getting conned.”
Financial therapist Lindsay Brian Podvin noted how challenging it is for users to distinguish between content and advertisement on TikTok.
“Creators often make ‘day in the life’ videos showcasing products for sale, blurring the lines between shopping and entertainment,” she said. “It’s not like the old days where you’d watch TV and clearly see when an ad started.”
Changing spending habits can be tough, according to Professor Rick, who suggests creating barriers to help curb impulsive buying. “To really cut down on spending, you’d want to eliminate stored payment info to add friction to your purchases,” he advised. “Slowing things down forces you to think more before buying.”
