TikTok is ramping up its in-stream shopping efforts, reporting “millions of items purchased” from nearly half a million merchants in the past year. To encourage more buying activity, the platform has launched the “Fall Deals For You” promotion, featuring discounts from major brands like Dyson and e.l.f. Cosmetics throughout October.
Additionally, TikTok is hosting several live shopping events, including collaborations with popular influencers to showcase exclusive collections. These initiatives aim to enhance user engagement and replicate the success of Douyin, its Chinese counterpart, which generated over $374 billion in sales last year. In contrast, TikTok facilitated $3.8 billion in spending during the same period.
Despite these efforts, Western consumers remain cautious about purchasing through social apps, presenting challenges for TikTok’s shopping ambitions. The platform is testing AI influencers to attract users, but uncertainty looms amid potential regulatory issues in the U.S. As TikTok navigates these hurdles, it hopes to build momentum and transform its in-app shopping experience into a significant revenue driver.
