"TikTok Shop has come a long way since it launched in the U.S. in September 2023. The social e-commerce platform now reportedly offers more than 70 million products across 750 categories and increased sales 120 percent from 2024 to 2025. Brands from Disney to Ralph Lauren to PacSun have started to embrace TikTok Shop as a channel. Just this week, Hershey's launched a collection of Olympics-themed gold medal chocolates on the platform."
"It includes a bright pink sweatshirt, sweatpants, t-shirt, hat, and socks that say, 'Take me to a party'-a saying Cann features on its drink boxes. By launching a clothing line, Cann is using the channel to bring people into its brand universe, Bullock says. "It begins an investigation, which ultimately leads them to Google 'drink Cann' or 'social tonics,' or 'take me to a party.' All of those things then actually do get them organically to the site.""
"But founders who are hoping to do the same should know that TikTok Shop operates differently from other e-commerce platforms. Social media content drives sales, meaning that brands need to work with affiliate partners-creators who feature products in TikTok videos in order to earn commissions-in order to succeed. With that in mind, Inc. asked top brands and agencies that help companies run TikTok Shop pages which strategies are winning on the platform in 2026."
TikTok Shop launched in the U.S. in September 2023 and rapidly expanded to offer over 70 million products across 750 categories, with sales rising 120 percent from 2024 to 2025. Major brands including Disney, Ralph Lauren, PacSun, and Hershey are using the platform for product releases. Sales on TikTok Shop are driven by social content, so brands rely on creator affiliate partners who feature products in TikTok videos to earn commissions and stimulate purchases. Some brands pursue exclusive product launches to build discovery and traffic; Cann launched a clothing line to funnel interest back to its beverage brand.
Read at Inc
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