The number of US consumers starting their online shopping journeys on TikTok has increased, though it’s still a small percentage compared with consumers starting their search on Amazon, Walmart, or search engines, per Jungle Scout.

Still, TikTok has become known as a place for consumers when they’re looking to find new products and see what others are saying about them—especially Gen Zers.

“TikTok, as opposed to platforms like YouTube, will give you more updated, recent content, giving you more exposure to new products that have recently come out or products that have [gone viral],” said Fay Shuai, a student at the University of Pennsylvania, during June’s CommerceNext event.

2. Focus social commerce efforts on Gen Z, millennials