TikTok reshaping luxury buying behavior, new research finds

3 Jul 2025

TikTok has quickly become a key discovery platform for luxury consumers worldwide.

Often making purchases after watching peer-led content, 70 percent of its luxury audience have spent over 1,000 pounds on a single fashion item, per new research from the platform. TikTok’s “Re-defining Luxury: May 2025 | TikTok Marketing Science EUI + US Luxury on TikTok Research 2025” study was conducted in partnership with cloud-based market research platform AYTM.

“This research shows that what drives luxury purchases today isn't polish - it's proof. People want to hear from peers, not just brands,” said Cassandra Russell, GBS at TikTok U.K., in a statement.

“TiikTok has become a place where credibility is built in the comments section and the path to purchase now runs through creators, conversations and community insight,” Ms. Russell said. “It's the spark that luxury brands can't afford to ignore.”