Case Study: TikTok achieves deeper UK eCommerce insights with The UX Agency ethnographic research

TikTok uncovers UK shopping insights with The UX Agency in 4 interviews

The UX Agency was engaged by TikTok to help them understand the UK eCommerce market. The challenge was for TikTok Shop to improve its performance in European markets by gaining a deeper, contextual understanding of UK shoppers' mobile habits and purchase decision processes.

To meet this challenge, The UX Agency conducted in-person ethnographic research, observing users in their natural settings in London and Manchester. This method provided actionable insights into everyday mobile shopping behavior and the end-to-end purchase process. The research directly informed TikTok's UK strategy, helping the social media company develop its community-driven eCommerce offering.

TikTok