"Since TikTok Shop's launch two years ago, brands large and small have worked to turn the platform's 170 million U.S. users from scrollers into shoppers. TikTok Shop continues to gain traction, with overall sales up 120% YoY, and the food category's growth more than doubling, according to Amanda Parker, head of food at TikTok Shop. While beauty has led the way, food is the second biggest category on the platform, accounting for nearly 14% of sales, according to Capital One Shopping."
"Leaving no crumbs: While the term "social commerce" has emerged to denote social platforms that've added e-commerce capabilities, Parker refers to TikTok Shop's experience as "discovery commerce." Often, the platform is driving first-time purchases, and in food, products like bundles or variety packs (as seen with brands like Poppi, whose 6-pack variety pack is its only direct TikTok Shop offering), tend to do well."
TikTok Shop launched two years ago and reaches roughly 170 million U.S. users. Overall platform sales rose about 120% year over year while the food category’s growth more than doubled. Food now ranks as the platform’s second-largest category, representing nearly 14% of sales. Both major CPG companies (including Frito-Lay, OLLY, Cholula and Keurig) and emerging brands sell on the platform, and some retailers have expanded to TikTok Shop internationally. The platform functions as discovery commerce that often drives first-time food purchases; bundles, variety packs and exclusive items perform especially well and can feed omnichannel repeat sales.
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