{"id":238462,"date":"2026-04-06T12:06:51","date_gmt":"2026-04-06T10:06:51","guid":{"rendered":"https:\/\/ipmark.com\/?p=238462"},"modified":"2026-04-06T17:05:46","modified_gmt":"2026-04-06T15:05:46","slug":"tiktok-avanza-como-canal-de-compra","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238462","title":{"rendered":"TikTok avanza en su consolidaci\u00f3n como canal de compra"},"content":{"rendered":"<p><strong>TikTok ha cerrado el \u00faltimo trimestre de 2025 con un crecimiento medio del 68% en las visualizaciones mensuales de v\u00eddeo, siendo las categor\u00edas ligadas al comercio las que han avanzado por encima de esa media, lo que apuntala la evoluci\u00f3n de la plataforma de canal de descubrimiento a canal de compra.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el an\u00e1lisis realizado por eMarketer a partir de datos de Dash Social, Bienestar ha encabezado el crecimiento, con un aumento del 391% en las visualizaciones de v\u00eddeo. Tras esta categor\u00eda se han situado Gran Consumo, con un 132%, y Retail, con un 126%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n han registrado incrementos destacados Belleza, con un 110%; Hogar, con un 91%; y Moda, con un 83%. Alimentaci\u00f3n y bebidas ha sido la \u00fanica categor\u00eda que ha retrocedido, con una ca\u00edda del 15% respecto al mismo trimestre de 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estos datos, seg\u00fan la consultora, refuerzan la transformaci\u00f3n de TikTok en un motor de descubrimiento y compra. La plataforma ha ganado peso como palanca de conversi\u00f3n para verticales como Bienestar, Gran Consumo y Retail, y ha ampliado as\u00ed su funci\u00f3n m\u00e1s all\u00e1 del alcance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para las marcas de retail, el v\u00eddeo corto ha pasado a ocupar una posici\u00f3n m\u00e1s central en las estrategias de notoriedad y conversi\u00f3n. Este formato genera m\u00e1s interacci\u00f3n que otras propuestas, suma visionados repetidos y resulta m\u00e1s atractivo para los usuarios, lo que ha llevado a las compa\u00f1\u00edas a ajustar su inversi\u00f3n de contenido de cara al resto de 2026 hacia categor\u00edas con mayor vinculaci\u00f3n comercial.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">TikTok en Espa\u00f1a<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A esta evoluci\u00f3n se ha sumado la previsi\u00f3n de crecimiento de la base de usuarios. La consultora estima que <strong>TikTok alcanzar\u00e1 13 millones de usuarios en Espa\u00f1a en 2026<\/strong> y llegar\u00e1 a 14,1 millones en 2029. En Europa Occidental, la cifra pasar\u00e1 de 114,9 millones en 2026 a 125,2 millones en 2029. A escala global, la plataforma reunir\u00e1 1.244,6 millones de usuarios en 2026 y 1.445,6 millones en 2029.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el mercado espa\u00f1ol, TikTok seguir\u00e1 ampliando su presencia dentro del ecosistema social. Con previsiones de que el n\u00famero de usuarios de redes sociales en Espa\u00f1a alcance los 28,9 millones a cierre de 2026,<strong> Instagram continuar\u00e1 acaparando la mayor parte, con 23 millones<\/strong>, seguido de Facebook, con 19,4 millones.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El mayor n\u00famero de visualizaciones en categor\u00edas de comercio indica el progreso de la plataforma en social commerce. <\/p>\n","protected":false},"author":29,"featured_media":238464,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2154,148,4003],"class_list":["post-238462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ecommerce","tag-social-media","tag-tiktok"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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