The process of buying a vehicle has never been more complicated. Today’s shoppers must sort through a growing range of models, powertrains, features and price points, all while navigating rising costs and economic uncertainty. In response to this increasingly complex landscape, many consumers are turning to digital platforms—and particularly social media—in search of firsthand perspectives and practical explanations of technical features that can inform their purchase decisions.
“How TikTok Drives Modern Vehicle Buying,” new research from Escalent conducted in partnership with TikTok, examines how the platform is influencing the automotive shopping journey. The findings show that for many buyers, TikTok has become a key source of guidance from vehicle discovery through purchase.
TikTok as a Research Tool
Earlier analysis from Escalent already pointed to TikTok’s growing role in the automotive path to purchase. Findings from Escalent’s EVForward® research program on electric vehicle (EV) buyers and electrified powertrain adoption identified TikTok as one of the most widely used online platforms for automotive-related content. However, the subsequent study highlighted just how important the platform has become for automotive shoppers.
Across the broader market, Escalent found that consumers consult an average of 3.9 online sources while researching a vehicle. Shoppers typically move across social and video platforms, manufacturer websites, online vehicle retailers, dealership sites and review outlets as they compare options and gather information. However, TikTok shoppers (those who leveraged the platform at some point in their vehicle-buying journey) tend to conduct a more expansive search. On average, they consult 4.5 sources during the shopping process, compared with 3.3 for non-TikTok shoppers. This suggests that shoppers who incorporate TikTok into their vehicle research are more active information seekers, using the platform alongside a mix of digital resources.
Among TikTok shoppers, 75% reported using the platform for discovery, while 80% used it as part of their research process. For many vehicle shoppers, TikTok serves as both an entry point into the category and a place to gather reviews and real-world insight to help narrow their choices before moving deeper into the purchase funnel.
The Profile of a TikTok Shopper
Social media is often called an “echo chamber,” but data from Escalent show that TikTok does more than reinforce shoppers’ existing opinions. The study found that the platform frequently introduces users to vehicle brands and models that were not originally on their radar. For many shoppers, this exposure translates to greater curiosity and consideration. Eighty-one percent of TikTok shoppers said the platform increased their interest in brands they had not previously considered. Almost as many (78%) reported it had heightened their interest in specific vehicle models they were previously unfamiliar with.
This is particularly notable given that many vehicle shoppers are feeling the impact of economic turbulence. Policy shifts, including U.S. tariff changes, have contributed to rising vehicle prices and pushed many consumers to rethink the timing of their purchases. One factor that may differentiate TikTok shoppers’ behavior is income. According to the study, the average annual household income of this group is $92,700, compared with $81,700 for non-TikTok shoppers. That financial cushion may explain why TikTok shoppers remain open to exploring a broad mix of vehicles, including those in higher-priced segments. In fact, almost two-thirds (61%) say they are more interested in luxury vehicles today than they were two years ago.
The willingness to consider premium features also carries over to powertrain choices. Despite the rollback of federal incentives and regulations aimed at making EVs more affordable, more than half of TikTok shoppers say they are considering a hybrid (56%) or EV (51%). Among non-TikTok shoppers, those figures drop to 44% and 35%, respectively.
Together, these findings point to a group of shoppers who are curious, financially qualified and receptive to new brands and technologies—precisely the types of consumers automakers are trying to reach.
From Online Research to Real-World Revenue
Many shoppers find vehicle specs, features and ownership data confusing or overwhelming. To combat this, some rely on content from creators to simplify and contextualize complex vehicle data. When asked which automotive content on TikTok was most memorable for them, shoppers pointed to short-form videos (51%), side-by-side vehicle comparisons (40%) and personalized vehicle recommendations (37%). These creator-led videos blend education and entertainment, making vehicle specs easier to digest while adding a layer of credibility and authenticity. For automakers, this creates an opportunity to surface in shoppers’ research processes through partnerships with creators who have already established trust with their target audiences.
TikTok has a role to play further down the purchase funnel, too. As consumers get closer to buying, they need practical guidance to help them map out their next steps. When asked how they interact with dealerships on TikTok, 41% of shoppers reported engaging with test-drive reviews. In addition, 40% said they explored promotions, 39% looked for dealership tips and advice and 38% searched for local dealerships on the platform. By partnering with relevant creators and helping consumers connect their research with information on where and how to buy a vehicle, automakers can smooth the path to purchase for the rising share of vehicle shoppers using TikTok.
Engaging the Digitally-Connected Vehicle Shopper
Escalent’s findings reinforce TikTok’s growing role across the full vehicle shopping journey. Creator-produced content, such as vehicle reviews, feature breakdowns and side-by-side comparisons, can build confidence in buyers during their earliest phases of research. Automakers can pair this with practical information that connects shoppers to local dealerships once they are ready to take action.
The data also show that TikTok rarely operates in isolation. Many shoppers who begin their vehicle research on the platform go on to visit automaker websites, dealership pages and search engines as they move closer to the point of purchase. In this way, TikTok often acts as the spark that prompts deeper investigation across the broader automotive ecosystem.
Consumers are living increasingly digitally connected lives. That means we can expect platforms that combine entertainment with education—like TikTok—to play a central role in how shoppers approach future vehicle transactions. For automakers willing to invest thoughtfully in creator partnerships and informative content, TikTok offers a powerful way to reach engaged shoppers and nudge them down the purchase funnel.
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K.C. Boyce is a vice president in Escalent’s