1 week ago
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Even with a potential ban on the horizon yet again, TikTok users are shopping. Americans spend roughly $32 million per day on TikTok Shop, according to 2025 data from Capital One. And 79.3% of those sales are going to health and beauty purchases, with U.S. health and beauty purchases on TikTok Shop reaching $1.34 billion in 2024.
But even with that appetite, convincing those consumers to make a purchase is not always an easy gambit, according to a new survey by Diffusion PR.
“Almost every American has health and wellness goals,” said Allie Tedone, svp at Diffusion PR, whose clients include wellness brands such as Thorne and Wysa. According to Diffusion’s 2025 report on health and wellness consumers on TikTok Shop, 23% of consumers actively distrust influencers who are paid to promote products, and 33% were skeptical of a product or service’s efficacy. Consumers were often unsatisfied, as well; 55% said that they disagreed that the wellness product or service they bought because of TikTok was worth it.
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English (US) ·