TikTok Shop, the app’s e-commerce feature, also drew a 165 per cent annual increase in shoppers for the two days between Black Friday and Cyber Monday, the company said. There were more than 7 billion views of posts that included the hashtags #tiktokshopblackfriday or #tiktokshopcybermonday, TikTok said.
But the holiday sales spike also shows that intense regulatory scrutiny has done little to dampen user interest – TikTok is used by more than 170 million Americans – or push away sellers who continue to see value in marketing their products on the app.
TikTok launched its in-app shopping hub in the US in September 2023, so it comes as little surprise that TikTok Shop had significantly more traction one year later. But the threefold increase in sales is also the result of a concerted effort by TikTok to boost its e-commerce presence in the US.
