TikTok Shop recorded sales of more than 100 million dollars (around 95.5 million euros) during Black Friday in the US, marking a milestone in its foray into the US market. This success reaffirms the social network's commitment to live shopping, a strategy that has proven to be a key economic driver in markets such as China.
Since its launch in the fall of 2023 in the U.S., TikTok Shop has encouraged creators and sellers to adopt the live-streaming format to drive e-commerce. As Nico Le Bourgeois, TikTok Shop's head of U.S. operations, told Business Insider, the company is looking to transform the digital shopping experience: “We want people to discover new products, to make shopping different. If we can get more customers to shop live and be surprised by the experience, we will have accomplished our goal.”
Black Friday saw more than 30,000 live streams, with home goods, fashion, and beauty products positioning themselves as consumers' favorite categories. One prominent example was Canvas Beauty, a hair care brand that reached $1 million in sales just two hours after going live on TikTok Shop.
The deals campaign allowed large brands and SMEs to stand out with exclusive promotions and product launches. One-third of the purchases made during this campaign benefited small and medium-sized businesses.
In addition, many sellers are using the platform as an alternative to diversify their revenues against giants such as Amazon. As published by CNBC, during a recent conference for Amazon sellers, TikTok Shop was a central topic, attracting great interest among attendees. “Amazon is saturated with competition,” noted e-commerce expert Rafay MH, noting that TikTok offers a ”free opportunity to connect and sell directly.”
Heading into the holiday season, a Salesforce report predicts that 20% of online holiday shopping in the U.S., U.K., Australia and Canada will be done through platforms such as TikTok Shop, Shein and Temu.
Despite its commercial success, TikTok faces legal challenges. In April, President Joe Biden signed a bill into law requiring ByteDance, TikTok's parent company, to sell the app by January 19. Please comply with this order to avoid TikTok being banned in the country, which would prevent its availability in app stores and hosting services. However, President-elect Donald Trump has changed his mind about banning TikTok, but the future for the social network remains uncertain.“The marketers here, the creators, are building their livelihoods on TikTok,” a TikTok spokesperson told CNBC. “We're going to continue to stick up for that.There's a great opportunity for us,” he reiterated.
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