Online shopping changed how we buy things — and social media platforms are reshaping shopping again. TikTok Shop, , is quickly becoming a key retailer for the beauty industry, according to a report by Dash Hudson and NielsenIQ. TikTok Shop is now the ninth-largest online beauty and wellness retailer in the US and the second-largest in the UK, the report found.
TikTok Shop’s footprint in the industry has been over the past several months, according to prior research. TikTok Shop has blown past competitors like major department stores, small beauty specialty stores, and direct-to-consumer brands. TikTok Shop has been available in the US for less than a year and allows brands and influencers to directly sell products in the app by linking them within videos.
TikTok also added a dedicated Shop tab to its homescreen, where everything from makeup and shoes to food items is for sale, sometimes at deep discounts. Since the launch of TikTok Shop last year, users’ feeds have steadily been taken over by e-commerce content: creators earning a commission for every purchase they drive shill products in video after video, and the platform itself has worked to through buttons and prompts. Though TikTok started as a shortform video entertainment platform, it’s increasingly become a , competing with mega-retailers like Amazon to get users to watch a video and buy something.
Beauty content is one of the most popular types of videos on TikTok, with some creators making a living by sharin.
