When TikTok users open the app, they expect dance videos, timely memes, and trendy influencers. They don’t think of beauty products, home accessories, or fashion. But, now they will. This past September, TikTok launched a shopping site on its app – TikTok Shop. So now, while users are scrolling through clips of Taylor Swift’s Eras tour, they can tap on a tab and buy hair oil for damaged hair. That’s what SBHS senior Janane Moise did.
“I purchased a hair product with rosemary and fenugreek. The brand is The Mane Attraction—it was only $7.70 and the quality so far is okay. It’s made my hair straighter and I like it,” said Moise.
According to CNN, TikTok is looking to quadruple its merchandise sales to hit $20 billion by the end of the year. There are usually knock-off products on Temu. Temu is a new version of Wish released in July 2022 that sells thousands of items in categories like skincare, technology, and vehicle decor. However, on TikTok Shop, major brands like Benefit Cosmetics, The Beachwaver, and Revolve sell products on the app.
TikTok Shop is thriving in e-commerce, but Temu and Amazon dominate. Temu held almost 17% of the US discount stores market, Reuters reported. Amazon has reached an even broader reach on sales revenue. Amazon has the highest market share among all e-commerce companies. According to Forbes, Amazon accounts for 37.8% of e-commerce sales.
Launched in 2014 and originally known as Musical.ly, it was primarily a platform for dance videos. The app was later sold in 2017 and transformed into its present form, TikTok, reaching 1.3 billion users. Currently, it is on the #2 spot on the entertainment charts on the Apple AppStore.
The TikTok shop has been successful. More companies now launch exclusive products on the shop, like Benefit Cosmetics. The TikTok Newsroom, TikTok’s official news system that promotes current events and new trends, reports that Benefit Cosmetics will launch a pre-sale for mascara strictly in the UK TikTok shop. Bennjamin Gannon, a 2021 SBHS alumni, purchased mascara for his girlfriend from the TikTok shop.
“The process for buying this in the store was extremely smooth. I got my order in three days and it was $28,” said Gannon.
According to the TikTok Marketing Science Global Entertainment Study, 75% of TikTok users are likely to buy something on the shop. More than 80% of users on the app said TikTok influenced their purchasing decisions through clever sales tactics like persistent advertisements and products targeted toward them based on information from their TikTok algorithm. They were motivated to buy a variety of items, ranging from tote bags to faux AirPods.
TikTok Shop has proven their readiness for e-commerce and retail. Throughout the year, they have shown statistical evidence of this.
To shop on the TikTok shop, open the app on your phone. Click the “Shop” tab between the “For You” and “Following” pages. There you will find the store. There is another way to enter. You can scroll through the app. When an advertisement appears on your screen, you can click the pop-up link. This will show you the specific product.
TikTok Shop is a vital and innovative platform, redefining the e-commerce industry by combining social media with shopping experiences and offering users a rare and appealing way to discover, promote, and shop for products in the digital generation.
