New research on why TikTok sparks purchases nearly as often as Instagram, yet so few shoppers buy on the spot, and what it takes to turn that interest into sales.

42% of consumers say TikTok has inspired a fashion purchase. Only 7% buy right away.

That drop-off isn't a content problem. It happens between the scroll and the sale, and for most brands, it means losing customers they already won once.

This guide explains the real reason TikTok inspiration doesn't convert (hint: it's not your creative) and what it actually takes, operationally, to capture that demand. It's backed by Athos's own consumer research and current TikTok Shop data.

What's inside:

• Why 93% of TikTok-inspired shoppers don't buy on the spot
• The trust barrier costing you sales you've already won
• Why overselling is the real threat to your TikTok Shop, not your content strategy
• A readiness checklist to get ahead of peak season