TikTok Shop has solidified itself as a bona-fide online shopping hub, pulling in an astounding 7.5 billion views over its holiday shopping campaign that ran from 13th November to 2nd December.
The platform, powered by a vibrant community of creators and companies, introduced innovative live shopping events, celebrity-owned brand sales, and a focus on small and medium businesses, some of whom originally launched on the site, which helped create the buzz.
The success is in spite of recent increases to fees for sellers on the platform.
TikTok Shop’s Growth
TikTok Shop experienced an astounding 165% year-over-year increase in shoppers during the recent Black Friday and Cyber Monday weekend.
The hashtags #TikTokShopBlackFriday and #TikTokShopCyberMonday garnered over 4 billion and 3.5 billion views, respectively, as shoppers turned to TikTok for inspiration and contributed to a record-breaking $100 million in sales on Black Friday alone.
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Despite an increase in seller fees from 2% to 8% earlier this year for US merchants, sellers thrived on the platform during the holiday campaign, highlighting TikTok Shop’s ability to drive strong sales under changing conditions.
Brand Names and Deals Drew Customers
Exclusive deals, product launches, and bundle offers created an irresistible draw for shoppers. Notably, a third of all purchases during the campaign supported small and medium-sized businesses, though the big brands also saw significant success.
Crocs, Rhino USA, Fenty Beauty, Medicube, and The Ordinary topped the charts as major sellers. Meanwhile, products from companies that originated on TikTok Shop, including EZ Bombs and Little ELF showcased how the platform has become a launchpad for new businesses.
Additionally, close to half a million live shopping sessions with personalities like singer Nicki Minaj, TikTok star Aakaanksh Autade, better known as kaansanity, and CEO and Founder of Canvas Beauty Brand, Stormi Steele fuelled sales. In fact, Steele set a record for a single live event on the platform, pulling in more than $2 million in sales.
Products that Topped Shopper’s Lists
Shoppers gravitated toward a range of items over the big sale weekend, with the top sellers being makeup, skincare, fragrances, personal care, kitchen appliances, and fitness equipment.
“TikTok is the go-to place this holiday season for beauty tutorials, gift-wrapping hacks, fashion inspiration, fun new toys, travel must-haves, seasonal recipes, and so much more,” said Nico Le Bourgeois, Head of US Operations for TikTok Shop.
If this holiday shopping spree is any indicator, TikTok Shop has hit upon a winning formula, blending entertainment with commerce making for a truly inventive and modern shopping experience.
