"It's official. TikTok is now actually a shopping platform, not just a video app with a random tab trying to sell you stuff. TikTok Shop was the No. 3 fastest-growing brand in the US in 2025, according to a November Morning Consult report on consumer purchase consideration. The app drove over $500 million in US sales during the four-day stretch between Black Friday and Cyber Monday."
"When TikTok first began testing shopping features in the US, the effort seemed modest. In 2020, the company added shopping buttons that allowed creators to link to Shopify storefronts in videos, for example. But anyone paying attention to the business strategy of TikTok's owner, ByteDance, knew that a bigger push into e-commerce was likely. ByteDance operates a sister app for TikTok in China called Douyin, and that platform is an e-commerce powerhouse that drives hundreds of billions of dollars in sales annually."
TikTok Shop has transitioned from a minor shopping feature into a major U.S. e-commerce channel. The platform ranked as the No. 3 fastest-growing brand in the U.S. in 2025 and generated over $500 million in U.S. sales during the Black Friday–Cyber Monday period. Household-name brands such as Disney, Samsung, and Ralph Lauren have joined TikTok Shop, and companies like Harry's are creating dedicated in-house roles to manage the channel. TikTok blends short-form video with commerce to encourage younger consumers to shop while watching content. TikTok's e-commerce push builds on ByteDance's Douyin success in China.
Read at Business Insider
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