The rapid ascent of TikTok Shop could further entrench the uber-popular video-sharing app into the US economy – and win over brand spend and creator loyalty in the meantime. TikTok is going all in on its ecommerce business in the US as the company faces growing regulatory pressure / Adobe Stock TikTok is going all in on commerce. What was just months ago a part of the company’s broader growth strategy, TikTok Shop has now become a focal point for the social platform, which today boasts over a billion monthly active users.
Purchases on TikTok Shop grew 13% between April and May of this year – compared to a previous month-over-month average lift of 7% since the beginning of 2024, according to new data from Route, which offers package tracking and shipping protection for more than 13,000 brands. TikTok Shop’s peak this year is already 188% higher than when the tool debuted in the US on September 12 of last year. And while some users have responded negatively to the influx of sponcon and selling happening on the app – which has built a reputation rooted in creator-led authenticity – TikTok’s user base has remained highly engaged as the company branches into commerce.
More than 90% of US TikTok users who noticed a change in shopping content after the rollout of TikTok Shop reported either an increase or no change in their usage, according to research by eMarketer. “We have seen the stunning rise in interest in TikTok as a platform for ecommerce,” says Beatrice Qu.
