"'Tis the season for big brands to start selling on TikTok Shop. After largely struggling to onboard blue-chip brands during previous Black Friday and Cyber Monday campaigns, TikTok is seeing a wave of household names join its US e-commerce platform this year. Among the new entrants are Samsung US, Ralph Lauren, and the Disney Store, which on November 20 began listing Mickey Mouse T-shirts and "Frozen" plush toys on TikTok. To boost sales on the app, the companies are offering a mix of Black Friday flash deals, holiday gift options, and livestream sell-a-thons tied to the November shopping rush."
"While some global brands were early adopters of TikTok Shop, including clothing retailer PacSun and electronics retailer Newegg, much of the platform's early growth came from working with small and midsize businesses that sold viral products like a detangling brush or pickle-jar sweatshirts. Now, a growing group of multinational companies is ready to give the platform a shot. "The bigger brands don't care about their first mover advantage, so they wait until it's more mature to move in," said William August, founder of the social-commerce agency Outlandish. TikTok Shop, which launched in the US in 2023, has been one of the fastest-growing brands among US consumers this year, according to a recent Morning Consult report."
TikTok Shop is attracting major retailers and consumer brands to its US e-commerce platform for the holiday season, including Samsung US, Ralph Lauren, and the Disney Store. Brands are listing seasonal products, offering Black Friday flash deals, holiday gift assortments, and livestream sell-a-thons to drive sales. Early platform growth was driven by small and midsize merchants with viral products; multinational companies are now joining as the platform matures. TikTok Shop launched in the US in 2023 and can generate six-figure gross merchandise value from single livestreams. Social-commerce purchases rose significantly this November, and brands are shifting spend toward ads while influencer commissions decline.
Read at Business Insider
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