Impulse buying has been turned into a game, and it’s slowly robbing app users blind. Here at DITCH, we’re breaking down the dirty tactics to save you from yourself
You’re innocently scrolling, minding your own business, when BAM a TikToker, eyes wide like they’ve seen God, is screaming at you to “RUN, DON’T WALK!” to buy a gadget you definitely don’t need.
The comment section foams at the mouth: “This changed my LIFE,” “Bought 10,” “TikTok made me do it.” Before you know it, you’re at the checkout, convinced you’ve just made the purchase of a lifetime. But have you?
Congratulations, you’ve just played TikTok Shop: The Game, where the winners are brands, the losers are your bank account, and the most valuable player is your lack of self-control.
TikTok Shop has turned impulse buying into a sport, and we’re all playing. The platform’s hyper-personalised algorithm knows exactly what you’ll cave for before you do. Limited-time deals? Check. Panic-inducing banners? Absolutely. Add the dopamine rush of scoring a deal (even if you didn’t want it five minutes ago), and it’s game over. Spoiler: you never stood a chance.
Cristel Antonia Russell, professor of marketing at Pepperdine University in California, offers a compelling explanation for why we often fall prey to online influencers and their persuasive tactics.
“Social media influencers put a lot of pressure on their viewers. In the TikTok world, where everything is so fast paced, these influences are even more powerful because they leave us little time to think,” she explains. “So instead of making thoughtful, more rational decisions, we tend to make emotional, much more impulsive ones.”
TikTok Shop strategically taps into key psychological triggers to influence user spending, making it a powerful tool for driving sales. By understanding these triggers, sellers can optimise their strategies and boost conversions. According to Barbar Khalil, an Amazon consultant on LinkedIn, the psychological tricks we all seem to fall for behind TikTok Shop purchases include:
- Social proof – When thousands of people in the comments claim a product is life-changing, it feels like a no-brainer to buy it, right? Seeing influencers, celebrities, or even just regular users rave about an item builds trust and makes us lower our guard.
- FOMO (fear of missing out) – The fear of missing a “once-in-a-lifetime” deal or not being part of a viral trend is a powerful motivator. The second you see a product blowing up, your brain kicks into survival mode – buy now or regret forever.
- Instant gratification – The seamless, one-click purchasing process on TikTok Shop removes all friction, making it almost too easy to buy things on a whim. No time to second-guess means more sales for them, more clutter for you.
- Emotional connection – TikTok sellers don’t just push products; they sell a lifestyle, a feeling, or a solution to a problem you didn’t know you had. Their enthusiastic, relatable pitches make purchases feel personal, even if you’ve never needed a collapsible water bottle for your imaginary hiking trip.
- The scarcity principle – Messages such as “ONLY 3 LEFT!” “LOW STOCK!” “SELLING OUT FAST!” create a sense of false urgency, making us panic-buy before we even have time to think about whether we need it.
TikTok is designed to empty your pockets, and so far, it’s doing a pretty good job. But while TikTok Shop may have mastered the art of impulse spending, you don’t have to fall for it. So next time you’re drooling over the latest piece of plastic nonsense, perhaps just take a minute. With a bit of self-awareness, you can put a stop to your losing streak and give your wallet a fighting chance.