TikTok drives $100M in sales on Black Friday

Launched in September 2023, TikTok Shop’s second holiday season in the US highlights its growing influence on holiday shopping despite being a minor player in e-commerce.

The platform generated over $100 million in US sales on Black Friday, with more than 30,000 live-selling sessions.

Popular product categories included fashion, beauty, home, and lifestyle. 

The platform has over 150 million users in the country, and its shop feature, which is marketing itself as an alternative to Amazon, caters to them. This year, TikTok Shop expects to make $50 billion in sales.

Canvas Beauty founder Stormi Steele earned $2 million in a single livestream, contributing to the sale of over 100,000 products. The brand grossed $3 million that day, according to a company representative.

Big retailers like Nike, Puma, and Crocs are also on TikTok Shop. They are drawn by its low fees and ability to drive user impulse purchases.

TikTok is focusing heavily on live shopping, aiming to replicate its success in China.

However, the platform’s sales represent a fraction of the $10.8 billion in US Black Friday sales, dominated by giants like Amazon and Walmart. 

While TikTok Shop has gained traction, particularly among young adults, its American future remains uncertain due to potential regulatory challenges, including the possibility of a ban. But until then, retailers want to make the most of it.