New research from TikTok and AYTM finds that the luxury sector is undergoing a structural shift driven by online discovery and social platforms, with TikTok increasingly becoming the new home for luxury buyers.
According to a new study of over 3,000 luxury consumers across the UK, US, France and Italy, TikTok has become one of the fastest growing channels for discovery, decision-making and direct purchase in luxury fashion. The shift reflects broader industry patterns, with around two-thirds citing social media – rather than traditional offline media – as their entry point into the category.
From glossy campaigns to creator feeds: TikTok is changing how luxury is discovered
For first-time luxury buyers, the journey no longer begins with a storefront, but with a scroll. Through relatable creator-led content on the For You page, TikTok is enabling more organic, relatable paths to purchase, driven by creators and peer validation.
TikTok users are more likely to discover luxury brands via social user-generated content (38%) and creator videos (32%). Creators play a vital role in decoding everything from craftsmanship and pricing, to fit and styling, helping audiences navigate luxury with clarity and confidence. In fact, one in four (26%) TikTok luxury shoppers say they wait for creator reviews before buying, and a third (32%) discover brands through creators.
The conversation continues in the comment section, with luxury buyers increasingly going there for validation, asking for authenticity checks, sizing advice and peer recommendations. A 113% YoY increase in comments on luxury fashion content highlights how community discussion is becoming a crucial part of the decision-making process.
Sparking action
While global personal-luxury goods declined by 2% in 2023, Europe grew by 3% to an estimated €110 billion, driven in part by younger consumers who are embracing luxury through digital-first channels. The research indicates that 70% of the TikTok luxury audience have spent over £1,000 on a single fashion item – often after watching peer-led content.
The platform is also sparking new behaviours. 15% of users have purchased a luxury fashion item directly after seeing it on the platform, while many more save content, revisit it, and return ready to buy.
One in four luxury shoppers now purchase second-hand items inspired by TikTok trends, while one in three act on personalised recommendations surfaced via creator content. As Gen Z and Millennials – on track to control 60% of luxury spend by 2026 – prioritise transparency, identity and authenticity, TikTok has emerged as a key channel for luxury brands to tap into these priorities with audiences. [4]
Luxury reimagined: from status symbol to self-expression
People on the platform are also rewriting the rules, making luxury increasingly personal – it’s now about taste, creativity, and identity. Nearly half (47%) of TikTok users now define luxury as a form of self-expression, rather than status, associating it with empowerment and individuality.
This shift is also visible in what drives purchases. 59% of luxury shoppers on TikTok say their main reason for buying is to reward themselves. Hashtags like #selfgifting have seen a 110% surge in video views, highlighting the emotional motivations driving this new mindset.
This research shows that what drives luxury purchases today isn’t polish – it’s proof. People want to hear from peers, not just brands. TikTok 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. It’s the spark that luxury brands can’t afford to ignore.
– Kristina Karassoulis, UK Head of Luxury, TikTok
