The data: Nearly two-thirds of Gen Zers (63%) say they have stopped buying products through TikTok Shop, according to Harris Poll data shared with EMARKETER.

Even so, the platform continues to exert influence over the generation’s purchase decisions, with 62% using TikTok to discover new products.

Why it matters: Gen Z’s stated desire to steer clear of TikTok Shop could reflect growing dissatisfaction with the platform as it grows more commercialized and settles into new ownership. That said, it could also reflect external dynamics, like reduced capacity for discretionary spending, no-buy movements, or a desire to prioritize experiences over goods.

A Gen Z pullback would be a risk for TikTok Shop, particularly because the generation accounts for over one-third of social buyers, per our forecast. But that’s only if those users actually follow through on abandoning the marketplace—which may be easier said than done, given TikTok’s noted ability to drive impulse purchases. The platform’s attempts to woo larger brands could also drive sales by increasing trust alongside product selection.

What this means for brands: Complaints about TikTok’s commercialization are not new: The platform’s strategy of pushing shoppable content into users’ feeds to promote TikTok Shop’s launch in late 2023 led to much grumbling, but it didn’t noticeably reduce time spent.

With Gen Z spending looking less certain, brands should consider making a bigger play for consumers in other cohorts. Gen Alpha is an obvious choice, given its outsize influence on spending. Targeting millennial shoppers could be even more lucrative: TikTok users ages 25 to 44 are the most active shoppers on the platform, with 47% of that group going on to buy a product they heard about on the platform, according to a December report by Edison Research.