According to the study, one third of Americans have shopped at a TikTok store.

The TikTok store launched in the US in September.

Less than a year after its launch in the US, the e-commerce site founded by the controversial a video-focused social media platform TikTok appears to be thriving — among one group in particular.

Since the TikTok Shop opened in the U.S. in September, 33% of Americans have made a purchase on the platform, according to a study by e-commerce marketing firm Omnisend. The company attributed the surge largely to Gen Z, as 56% of respondents had made a purchase on the TikTok Shop in the past year — nearly two times more than other generations. Thirty-six percent Generation Z members shop there at least once a month

“As Generation Z rapidly enters the workforce and becomes a powerful economic force, their unique preferences and digital savvy are changing the landscape of online retail,” said Greg Zakowicz, senior e-commerce expert at Omnisend. “By launching an e-commerce platform and targeting Gen Z consumers, TikTok has planted itself deeper roots in the U.S. economy, strategically arming itself against the threat of a ban.”

(READ MORE: TikTok launches e-commerce in the US)

Beauty (31%) and clothing (29%) are the most popular products to buy on the TikTok Shop. Respondents said they appreciate the prices (36%) and quality (35%) of products listed on the platform.