Could TikTok's big bet on commerce insulate the platform against the threat of a US ban?

Purchases on TikTok Shop grew 13% between April and May of this year, with a peak 188% higher than its debut in the US last year, showcasing its rapid growth in commerce.

Despite some negative reactions to increased commercial activity, over 90% of US TikTok users either increased or maintained their engagement after the introduction of TikTok Shop, indicating positive acceptance.

TikTok's shift towards social commerce has successfully engaged users, with a transition from social media to entertainment and commerce, as noted by Nest Commerce's Beatrice Quarshie.

TikTok's incorporation of commerce has built on its organic content habits, with brands collaborating with creators to promote products seamlessly, aligning with user preferences.

Read at The Drum