72% of UK online shoppers have bought something through TikTok, according to new research from DHL eCommerce, the highest figure of any European country.

DHL’s 2026 E-Commerce Trends Report surveyed 1,000 online shoppers in each of 29 countries between December 2025 and February 2026, alongside 5,800 ecommerce businesses.

Across all 29 markets, the average is 50%.

Germany and Spain are next in Europe at 63%, then Italy at 61% and France at 56%. In the Netherlands it drops to 38%, and in Poland to 36%.

Worldwide, only Malaysia, Thailand and Saudi Arabia scored higher than the UK. The US is close behind at 67%.

In the UK, TikTok is now ahead of the older social platforms. 62% of UK shoppers have bought through Facebook, 41% through Instagram and 27% through YouTube.

Sellers are there too. Three quarters of UK businesses in the survey sell on TikTok, almost exactly level with Facebook (76%) and Instagram (77%).

Globally, the two sides are further apart. 63% of businesses sell through social media, but only 45% of shoppers buy there.

They also disagree on what makes people buy. Two thirds of businesses (67%) produce paid or sponsored social content, while just 37% of shoppers say it influences them.

Influencer partnerships follow the same pattern: 57% of businesses use them, and 34% of shoppers say they’re swayed by them.

Discounts and offers are the exception. 68% of businesses use them and 63% of shoppers respond to them.

UK sellers are also more confident about social commerce than their customers are. 63% of UK businesses expect customers to shop more through social media over the next five years.

Only 26% of UK shoppers expect to. Nearly half (49%) think their habits will stay about the same.

The age split hasn’t gone away. Globally, 58% of Gen Z shoppers have bought through TikTok, compared with 33% of Baby Boomers, 77% of whom have bought through Facebook.