Bazaarvoice surveyed more than 1,600 TikTok users aged 18 and over in the US and UK in September 2026. 96% of TikTok Shop buyers said verified reviews from everyday shoppers on a listing make them more likely to buy, including 67% who are significantly more likely. 89% have bought something because an influencer recommended it, but 68% trust an everyday consumer more than an influencer they follow, and 48% have been disappointed by a product an influencer hyped.
Creators get people to stop scrolling. Reviews get them to buy. That's the clear message from this survey: 96% of TikTok Shop buyers say verified reviews on the listing push them to complete the purchase.
A note of caution: Bazaarvoice sells review tools, so it has a reason to publish this. The numbers still match what we see. Shoppers love the creator video, then check the listing before they pay. A listing with no reviews leaks sales you already paid creators to win.
This is the joined-up story in action. Your creator videos, your TikTok Shop listing and your website should all say the same thing, backed by real customers. Discounts (77%) and free shipping with no minimum (71%) also top the reasons people buy on TikTok Shop over a normal retailer.