TikTok vs. Pinterest: Which Platform Is Better for E-commerce?
Natália Vieira · 2026-10-07
Demographic analysis
TikTok is dominated by a young audience, with most users between 16 and 24 years old. According to 2023 data, about 60% of users fall into this age group, while 20% are between 25 and 34. This makes the platform ideal for brands looking to attract younger consumers.
Top-performing product types
The products that perform best on TikTok include fashion, beauty, tech, and lifestyle items. Short videos showing transformations, unboxings, and tutorials are very popular. Products with strong visual appeal that encourage sharing, like clothes with unique prints or innovative gadgets, tend to perform better.
Average ad costs
Average TikTok ad costs are around R$ 2,00 to R$ 4,00 per click (CPC) and R$ 10,00 to R$ 20,00 per thousand impressions (CPM). These figures can vary depending on the niche and targeting, but this range is a good estimate for beginners.
Content engagement strategies
The following strategies have proven effective for engaging audiences on TikTok:
- Create short, dynamic videos up to 15 seconds long.
- Use trending music and trends to drive views.
- Encourage interaction through challenges and hashtags.
- Partner with influencers to build credibility and expand reach.
- Invest in user-generated content (UGC), which tends to feel more authentic.
Real campaign results
E-commerce campaigns on TikTok have shown impressive results. For example, a fashion brand that invested R$ 5.000 in ads generated R$ 20.000 in sales, resulting in a 4x ROAS. In comparison, another brand on Pinterest with a similar investment had a 2x ROAS, showing that TikTok can deliver better performance depending on the audience and product.
Demographic analysis
Pinterest attracts a broader audience, with women making up the majority (about 60% of users). The most common age range is 25 to 54, making the platform ideal for brands selling products aimed at this demographic.
Top-performing product types
The products that stand out most on Pinterest include home decor, beauty products, fashion, and DIY (do it yourself). Pins that showcase practical or inspiring ideas tend to drive more engagement and clicks.
Average ad costs
Average Pinterest ad costs are around R$ 1,50 to R$ 3,00 per click (CPC) and R$ 8,00 to R$ 15,00 per thousand impressions (CPM). This range may be more affordable for brands looking to take a content marketing approach.
Content engagement strategies
Best practices for engaging on Pinterest include:
- Create visually appealing pins with keyword-rich descriptions.
- Use high-quality vertical images.
- Create themed boards that help people discover products.
- Add clear calls to action (CTAs).
- Leverage SEO to increase pin visibility.
Real campaign results
A home decor brand that invested R$ 5.000 in Pinterest ads generated R$ 10.000 in sales, resulting in a 2x ROAS. Compared with TikTok campaigns, where the same investment performed better, it’s clear that platform choice should take the target audience and product type into account.
WHO HAS TESTED BOTH PLATFORMS? WHAT RESULTS DID YOU GET?