TikTok's New Shopping Push

TikTok has launched a fresh push to drive its in-stream shopping experience with the introduction of the “Fall Deals For You” promotion. While in-app shopping on TikTok hasn’t gained the traction the platform anticipated in some regions, TikTok shopping continues to grow steadily, offering both merchants and users new opportunities.

TikTok reports that millions of items have been purchased from nearly half a million merchants on its platform over the past year. Now, as we move into the holiday shopping season, TikTok is looking to capitalise on this growth by offering discounts on thousands of popular products throughout October. Top brands such as Philips, Dyson, Keurig, and major beauty lines like e.l.f. Cosmetics and NYX are all participating in the promotion, offering exclusive savings through TikTok Shop.

Live Shopping Events

Alongside these discounts, TikTok is hosting a series of live shopping events, designed to build excitement and encourage purchases. One highlight is Glamlite’s exclusive launch of its Michael Myers Collection, a timely tie-in for the Halloween season. Another notable event is DJ and hobby influencer Steve Aoki’s live stream, where he will offer exclusive deals on trading cards.

The in-app shopping experience has already proven to be a huge success for TikTok’s Chinese counterpart, Douyin, which saw $374 billion in product sales in 2023 alone. This figure is expected to soar to $548 billion this year, marking a near 50% growth. In contrast, TikTok’s global sales figures, while still impressive at $3.8 billion in 2023, highlight the significant gap between the platform’s Western markets and its Chinese version.

One of the key drivers behind Douyin’s success is the popularity of live-stream shopping influencers, with many brands now even leveraging AI characters to host 24/7 sales streams. TikTok is trying to replicate this approach with its own AI hosts and an increasing range of in-stream purchase options, but Western users have been slower to embrace the concept of shopping within a social media app.

A major factor behind Douyin’s success could be attributed to the strong oversight of local businesses by the Chinese government, which may give users a greater sense of security when shopping online. Chinese consumers are also known for being early adopters of new technology, which has further fuelled Douyin’s growth in this space. However, despite the challenges in other markets, TikTok remains committed to driving in-stream shopping, viewing it as a key revenue generator for the future.

What Does This Mean?

For brands and marketers, TikTok’s renewed focus on in-stream shopping presents a significant opportunity. As TikTok grows its in-app commerce capabilities, brands can tap into a highly engaged audience that’s already primed for entertainment and interaction. The key to success will be creative, authentic campaigns that blend seamlessly into TikTok’s content-rich environment.

Live shopping events, in particular, provide a dynamic platform for brands to showcase products in real-time, driving immediate purchases. For marketers, leveraging influencers—who are central to the TikTok experience—will be crucial for creating engaging shopping experiences that resonate with audiences. TikTok’s ability to integrate live events with exclusive product launches, like the Glamlite Michael Myers Collection, demonstrates the potential to drive excitement and urgency among viewers.

However, brands in Western markets may need to adjust their strategies, given the slower adoption of social commerce outside of China. Western consumers have shown more reluctance to make purchases directly through social platforms, making trust-building efforts essential. That said, TikTok’s growing investment in AI hosts and live-stream selling could help bridge this gap over time.

As we head into the holiday season, TikTok is hopeful that its new promotions and live events will build further momentum and help establish in-stream shopping as a central element of the platform’s Western offerings. Only time will tell if TikTok can achieve the same success outside of China.