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TikTok's plan to bring social shopping to the US is really starting to pay off
- TikTok Shop has crossed $100 million in US sales on Black Friday, as social shopping continues to grow in the US.
- Social media companies have been trying to bring social commerce to the US for years, but it is finally paying off with TikTok Shop.
- TikTok Shop's official wide launch in the US was in September 2023 and it reported $100 million in US sales on Black Friday 2024.
- The company invested heavily in e-commerce over the years and now boasts its own order fulfillment program and hundreds of outside partners.
- TikTok wants to replicate the success of its sister app, Douyin, which drives hundreds of billions in sales annually via influencer livestreams.
- While TikTok's numbers are comparatively small, the company has made significant progress this year, according to social-commerce executives.
- TikTok Shop might be small, but it is a piece of the overall online holiday sales. Total online Black Friday sales in the US hit $10.8 billion this year, a 10% increase from last year according to Adobe Analytics.
- About 20% of US e-commerce revenue on Cyber Monday arrived via affiliate or other promotional links, a 7% year-over-year increase from 2023, according to Adobe Analytics. Outside TikTok and affiliate marketing, other influencer-focused platforms are also reporting meaningful sales volume this year.
- With TikTok and ByteDance's push into the social commerce category finally paying off, the company is proving that US consumers are willing to adjust shopping habits.
- TikTok Shop's success is due to its army of agency partners and livestream coaches that have accelerated the adoption of Shop and flooded its feed with videos of creators promoting goods.
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