Oxford Economics were commissioned by TikTok undertake economic modelling of the impact of SMEs using TikTok as an innovative platform for growth. To do this, we drew on new survey research, complemented by case studies of SMEs.
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TikTok plays host to a diverse nexus of people, creators, and businesses—all operating within vibrant virtual communities. Businesses, particularly SMEs, are well placed to benefit from TikTok’s content algorithm which helps users to discover lesser-known brands according to their tastes.
Oxford Economics was commissioned by TikTok to assess the economic impact of TikTok Shop in Germany following its launch in March 2025.
This report provides the results of our economic modelling of TikTok’s economic contribution to the Australian economy, as well as the findings of survey research into TikTok’s users and Australian businesses. It looks at the real world impacts users report as well as the diversity of TikTok’s online communities.
Starting in late May 2023, Oxford Economics, in collaboration with TikTok, initiated a study to better measure the economic value of the TikTok platform to local communities across the US. As part of the research, we surveyed 1,050 SMBs that use TikTok, and 7,500 TikTok users to learn how businesses and users interact with the app and leverage the economic and social opportunities it provides.
It has been a tough few years for truth, trust, and authenticity online. Between a global pandemic and broader social, political, and economic unrest, social media influencers—and the brands they work with—found themselves under strict scrutiny from their audiences, expected to balance the responsibilities of influencing with the realities around them. Yet despite the turbulence, these influencers have persevered and even thrived—and will almost certainly continue to do so into the future.
