The 2024 Tiktok E-commerce Consumption Trend Data Report on Domestic Goods Releases Young People’s Favorite Buying Domestic Goods

Young people born in the 1990s, 1980s, and 2000s love to buy domestic products the most.

On May 10, Tiktok E-commerce released the 2024 Tiktok E-commerce Domestic Goods Consumption Trend Data Report.

The report shows that in the past year, middle-aged and young people such as those born in the 1990s have become the main force in purchasing domestic products. The transaction volume of orders for those born in the 2000s and 60s has increased significantly year-on-year, and the attention to classic brands such as Huoli28 and Fenghua has skyrocketed.

Young people such as those born in the 1990s, 1980s, and 2000s love to buy domestic products the most. The enthusiasm for purchasing among those born in the 2000s, 1960s, and 1970s is high, and the year-on-year growth rate of transaction orders ranks among the top three.

From a regional perspective, Shanghai, Beijing, Chongqing, Chengdu, and Guangzhou have a high enthusiasm for purchasing domestic products, with transaction volume ranking in the top five. Among them, Shanghai residents have the strongest purchasing power and strong demand for food consumption; Beijing people pursue comfort and prefer casual clothing; Chongqing people enjoy cooking and place orders for seasonings and cooking utensils; Chengdu people live a delicate life and love to buy facial lotion, phone cases, and lip gloss; Guangzhou people love to wash their hair and buy more cleaning products.

From the perspective of consumer groups, female consumers place more orders for domestic products, accounting for 74% of the total number of orders. They prefer to buy casual pants, facial care products, women’s underwear, convenience fans/Luosifen, laundry detergent, etc; Male consumers account for 26%, preferring to buy Baijiu, instant noodles/Lamian Noodles, socks, fishing equipment, cooking utensils, etc.

Since 2024, the domestic goods consumption of Tiktok e-commerce has shown a new trend. In addition to leading traditional beauty and clothing brands in sales, brands of washing, care, cleaning, and smart appliances also rank among the top. From the perspective of vertical categories, health care, automotive products, 3C digital and other industries have seen significant year-on-year growth, and their growth potential is worth paying attention to.