Editor’s Note
This article discusses TikTok’s latest report on its role in luxury fashion purchasing journeys. While direct impulse buys are notable, the platform’s broader influence on discovery and consumer behavior is a key focus.
TikTok has just released a new report on its impact and influence on its users’ purchasing journeys. While 15% of its audience has purchased a luxury fashion item directly after seeing it on the platform, the network continues to be a significant channel in consumption.
Published in early July 2025, the platform’s new report titled “The Next Era of Luxury: How TikTok Redefines Taste, Discovery, and Purchasing Behavior” was conducted among 3,000 high-end product consumers in the UK, the US, France, and Italy. The study is based on the platform’s data, BCG’s “True-Luxury Global Consumer Insight” data from 2023, and Bain & Company x Altagamma data on the global luxury goods market from 2024.
While approximately two-thirds of new luxury product buyers cite social media as their entry point in their journey rather than traditional offline media, TikTok is establishing itself as one of the fastest-growing channels.
Many more users save content to view later and purchase the product when they are ready, demonstrating a multi-stage journey.
The role of content creators has become a driver in users’ purchase journeys. 38% of TikTok’s audience is more likely to discover luxury brands via member-generated content on social networks.
Analysis, manufacturing, history, price, style… Influencers seem to help their community explore luxury in a new way, more clearly, authentically, and transparently. At a time when influencer marketing is experiencing an unprecedented boom,
One in four luxury buyers on TikTok reportedly even waits for creators’ opinions before purchasing a product.
Beyond influencers, the expression space under posts could also be decisive for consumers. Comments on luxury fashion content have thus increased by +113% year-on-year, a sign that users intend to give their opinion both to express themselves and to influence others.
According to the study, TikTok users seem to have a new, more personal relationship with luxury. Gone are status, individuality, and markers of emancipation:
More than half of luxury product buyers (59%) reportedly state that their main purchase motivation is to treat themselves. The #selfgifting hashtag has thus increased its views by +110%,
New behaviors are also emerging from the platform, notably in the second-hand market. For one in four luxury buyers, they watch, get inspired by TikTok trends, and buy second-hand. The platform’s influence could therefore spread to circular luxury: an interesting data point for better understanding the mechanics of member consumption.