Why dealers can no longer ignore TikTok in the buying journey

Dealers who engage early on TikTok are gaining an advantage with today’s digitally driven shoppers.

On the Dash:

• TikTok now supports the entire car-buying journey, from discovery to shortlist.
• Buyers rely on the platform for research, comparisons and confidence building.
• Dealers who show up early with credible content can influence showroom visits.

TikTok is rapidly evolving into a full-funnel channel that can move consumers through the entire car-buying journey. Shoppers are learning, researching and building confidence long before they arrive at the showroom. As a result, dealers must show up earlier and move faster to establish trust and earn a visit.

The platform has become home to a wide range of niche communities made up of highly engaged users focused on specific interests. Car enthusiasts have formed their own space known as #CarTok. While entertainment often captures initial attention, intent quickly follows. Shoppers are actively researching vehicles, asking questions and comparing options as they work toward a shortlist.

Sign up for CBT News’ daily newsletter and get the latest industry stories delivered straight to your inbox.

According to TikTok research, 81% of users say content on the platform increases their interest in new brands, while 80% report that TikTok helps them build confidence and knowledge when buying a vehicle. Discovery plays a major role early in the process. Seventy-five percent of shoppers say they discover new vehicles on TikTok, and once a vehicle captures their interest, 80% continue researching those models on the platform.

Much of that research centers on fast, digestible insights. Buyers are watching walkarounds, listening to real owner perspectives, and consuming “what I wish I knew” reviews, along with pros-and-cons breakdowns that help narrow choices. Thirty-eight percent of buyers compare vehicles directly on TikTok, using the platform to stress-test features and determine which model best fits their needs. More than half, or 51%, ultimately build their shortlist based on what they learn there.

“Car shopping is personal on our platform,” said Tsega Worku, Head of Automotive at TikTok, at NADA Show 2026. “People are imagining themselves in the driver’s seat before they step into your lot.”

When dealers show up on TikTok with credibility and clarity, they can connect with shoppers earlier in the journey and increase the likelihood of a showroom visit. Advertising also plays a meaningful role. Eighty-two percent of TikTok shoppers say dealership ads are extremely or moderately helpful. After encountering a helpful ad, many users move on to read reviews, explore dealership promotions and advice, and begin searching for local dealers.

Effective TikTok content does not feel like a traditional advertisement. Short-form videos that offer practical value tend to perform best, including vehicle comparisons, recommendations, and straightforward tips that address common buyer questions.

Creating strong content does not require a large creative team. A smartphone, a clear message and a consistent presence are often enough to reach buyers earlier, build trust faster and influence real dealership outcomes.