- 27% of shoppers purchase luxury items via influencers on TikTok and Instagram.
- Authentic content, like in-depth reviews and user-generated posts, drives consumer trust.
- Micro-influencers with niche audiences are gaining influence in the luxury market.
- Influencers' personal values significantly impact consumer purchasing decisions.
New research reveals an evolving landscape in luxury shopping. According to a WPP survey of 2,000 consumers, 27% of fashion and beauty shoppers who follow influencers have purchased luxury items directly through platforms like TikTok and Instagram. This marks a significant shift in consumer behavior, particularly in a market traditionally associated with exclusive, in-person retail experiences.
The luxury industry, long defined by brick-and-mortar stores and high-end department shops, is experiencing a digital revolution. Platforms like TikTok and Instagram are now pivotal in luxury retail, allowing influencers to sell products directly to consumers. With features like Instagram's Shop and TikTok's shopping integration, influencers no longer merely promote products; they act as gateways for consumers to make immediate purchases.
As social commerce continues to rise, these platforms have redefined how shoppers interact with high-end fashion and beauty. Consumers can now purchase products via direct links in posts, stories, or videos, turning a casual scroll into a seamless shopping experience.
The Power of Authenticity
What makes this shift particularly notable is the role of authenticity in influencing purchasing decisions. According to the WPP survey, in-depth product reviews (49%) and user-generated content (32%) are the most effective types of content for driving purchases in the fashion and beauty sector. This highlights how genuine engagement, rather than polished ads, has become a key driver of trust and sales among younger demographics.
A notable example is TikTok influencer @btypep, also known as Steven King. With nearly 7 million followers, Steven shares a blend of lifestyle, fashion, and personal stories, including his journey from childhood trauma to healing.
In his latest video, he reviews Murad's 4-piece full-size skincare bundle, sharing his personal experience and the positive impact it has had on his skin. His candid and relatable approach resonates with his audience, demonstrating how authenticity can drive consumer trust and influence purchasing decisions.
@btypep Control your acne and save your self-esteem. Murad was the only thing that worked for me. #s#skincarea#acne ♬ original sound - Btypep
Micro-Influencers and Niche Markets
Micro-influencers, defined as creators with smaller, highly engaged audiences, are becoming increasingly influential in the luxury market. According to the survey, 24% of fashion and beauty shoppers trust recommendations from micro-influencers, demonstrating the power of niche, targeted engagement. These influencers, who often cater to specific interests and communities, are able to build authentic connections with their followers.
For luxury brands, micro-influencers offer a cost-effective way to reach niche audiences with high levels of trust and engagement. House of CB, known for its high-end fashion, recently collaborated with @akanattybrat for a photoshoot featuring one of their dresses, showcasing how even influencers with smaller audiences can drive impactful brand collaborations.
The choice to work with @akanattybrat, despite her relatively modest following of 3k on TikTok and 100k on Instagram, demonstrates that luxury brands are increasingly seeing the value in working with micro-influencers who offer authenticity and strong connections with their specific communities. By leveraging micro-influencers, brands can tap into unique, targeted segments and create more intimate, relatable content that resonates with consumers.
This shift reflects a broader trend in influencer marketing where engagement, rather than just follower count, is key to driving brand success. Micro-influencers like @akanattybrat provide luxury brands with the opportunity to connect with an audience that might be overlooked by more traditional marketing strategies, ultimately helping to build a more authentic connection with consumers.
@akanattybrat it’s finally feeling like summer outside. 🤍 thank you for having me x @houseofcb ♬ som original - ruan
The Impact of Influencer Values
Another important finding from the survey is that 39% of fashion and beauty shoppers who follow influencers consider the personal views of the influencer before making a purchase. This trend underscores the growing importance of aligning brand collaborations with influencers whose values resonate with their target audience.
In an era where consumers are more conscientious than ever about the ethics and values of the brands they support, influencers with strong personal brands—whether they advocate for sustainability, diversity, or social justice—can help build deeper, more meaningful connections with their followers.
A prime example of this is TikTok creator @sophiaxverde, who is a passionate advocate for sustainability. Sophia is highly selective in her brand partnerships, only working with companies that share her values of minimizing waste and promoting sustainability. She has explicitly stated in multiple videos, "I never want to promote overconsumption."
Sophia’s followers appreciate this authenticity, and she makes it clear that she only promotes products that serve as sustainable alternatives once consumers have used up what they already own. This selective approach not only builds trust with her audience but also strengthens the message that her influence is rooted in her commitment to sustainability, making her a highly valuable partner for brands with similar values.
@sophiaxverde sustainable unboxing while learning about these cool sustainable brands pt ????? 🌎 @sophiaxverde @sophiaxverde NGL I’m behind on posting my unboxings but all these brands are worth the shout out 👀 also these packages spanned over a few weeks! I am very lucky to have this as my job, and a lot of these products are for work. I don't accept every gifting unless I know I will use the product, OR it’s a cool brand that is working towards innovative solutions in the industry ♻️ I NEVER WANT TO PROMOTE OVERCONSUMPTION BC WE HATE OVERCONSUMPTION LOL However, part of my job is to help show some cool sustainable brands that serve as alternatives. SO, when you’re finished with what you already own (the most sustainable thing) and are looking for some new sustainable swaps, I’m here to help you find it! 🫶 Let me know if you have questions about any of these sustainable brands 🙂 #ugccreator #sustainablecreator #sustainabilitycreator #ugccreators #sustainableunboxing #sustainablebrands #sustainablebrand2022 #sustainableswaps #sustainablealternative ♬ In the Bosom - Sweet After Tears
Challenges and Considerations
While the examples of social commerce and influencer-driven shopping on TikTok and Instagram have primarily centered around more affordable and beauty-related items, the increasing shift toward digital luxury commerce also brings significant challenges.
Although many of the viral videos showcasing Chinese manufacturers promoting products may not strictly be high-end luxury goods, the risk of counterfeit and misleading representations is a real concern as this new form of shopping continues to grow.
As more Chinese manufacturers and influencers use TikTok to bypass traditional retail routes, the potential for counterfeit luxury goods entering the market increases. Some TikTok videos have already exposed how luxury-style products, such as handbags and designer-inspired accessories, are being made at a fraction of the cost in the same factories that produce authentic luxury items.
This raises the possibility that consumers could be unknowingly purchasing knock-offs, which harms the reputation of legitimate luxury brands and disrupts the integrity of the market.
Additionally, this digital shift brings with it the threat of eroding the exclusivity that luxury brands have long relied on to define their value. Historically, luxury goods have been positioned as exclusive, often available only in high-end retail stores or through invite-only sales channels.
However, as social commerce continues to gain traction, even the most prestigious brands are being pressured to integrate direct purchasing options into their social media platforms. This democratization of access could undermine the sense of exclusivity, which is a key part of luxury’s appeal.
While influencer-driven shopping has proven effective for many industries, the luxury sector must navigate these new digital challenges carefully to maintain its reputation, uphold its exclusivity, and prevent the rise of counterfeits from overshadowing genuine high-end goods.
The Future of Luxury on Social Media
The luxury sector is being reshaped by social commerce, driven by influencer collaborations and new platforms like TikTok and Instagram. As consumers increasingly turn to these platforms for luxury shopping, brands must adapt their strategies to embrace the accessibility and immediacy of social commerce while ensuring they maintain their brand integrity and exclusivity.
For influencers, this shift represents an exciting opportunity to deepen their relationships with brands and followers alike. By focusing on authentic content and aligning with brands that share their values, influencers can continue to thrive in this rapidly evolving market. Meanwhile, luxury brands must navigate this new terrain carefully, balancing the benefits of accessibility with the need to maintain their prestigious status in an ever-connected world.
Social commerce has the potential to redefine the luxury shopping experience, but it also requires brands to rethink their traditional models and embrace the democratization of luxury.
