The TikTok Shop Boom: How a Potential TikTok Ban is Driving Unprecedented Sales

TikTok's possible ban in the U.S. is sending sellers into overdrive. With uncertainty hanging over the platform, brands and independent sellers are scrambling to capitalize on what could be their last big sales push. 

The fear of losing a revenue stream has forced businesses to rethink their strategies, redirect resources, and explore alternative channels. Some are ramping up paid promotions to squeeze every last sale out of the platform. 

The spotlight on the potential TikTok Shop ban has brought it to the forefront of people’s minds. With sellers doubling down on the platform and consumers not wanting to miss a minute, the channel is performing better than ever.

TikTok Shop Sales Surge Just Days Before Potential Ban

FOMO is fueling a buying spree. Consumers are racing to grab deals before the platform potentially vanishes, and sellers are pushing harder than ever to meet demand.

Jan 2024 Sales Performance

The sales performance for January 2024, based on Charm.io data, shows a strong upward trend. For the week of January 5th, TikTok Shop accounted for $168,221,927 in sales, surpassing the 2024 average weekly sales of $139,172,005. 

By the week of January 12th, sales surged even further to $200,475,975, reaching a single-day peak of over $43 million on January 16. 

As the platform rebounded post-outage, sales rose to $31,429,366 on January 18, and further jumped to $32,064,590 on January 19, marking an upward jump of over $500,000. Aside from the annual end-of-year holiday surge, the pre-ban week represented TikTok Shop’s highest sales figures in the past 12 months, signaling strong consumer engagement despite regulatory uncertainties.

Top 3 Product Categories

You may be wondering, what are people buying on TikTik Shop? Several product categories have seen an explosion in sales due to viral trends, influencer marketing, and time-sensitive discounts. TikTok Shop’s seamless buying experience has accelerated impulse purchases, transforming traditional ecommerce models. This surge highlights how social commerce is reshaping consumer habits and driving instant conversions.

• Beauty & Personal Care – This category has pulled in $9.5 million in sales, largely driven by viral skincare tools, hair styling gadgets, and trending makeup products. The ability to visually showcase results has made TikTok a trusted marketplace for beauty enthusiasts.
• Womenswear Underwear – With $5.6 million in sales, this category has become one of the biggest success stories on TikTok Shop. Brands that focus on comfort and sculpting, such as seamless bodysuits and lace bralettes, are seeing unprecedented demand.
• Sports & Outdoor – Generating $2.9 million in sales, this segment has benefited from the rise in home workouts and outdoor fitness trends. The sense of community in TikTok’s fitness space has played a significant role in boosting product credibility and purchase intent.

Top 10 TikTok Shops

A handful of stores have dominated the marketplace, benefiting from TikTok’s unique ability to drive rapid engagement and impulse purchases. These brands leverage influencer partnerships, viral product demonstrations, and community-driven content to convert viewers into loyal customers.

• Halara US – Leading the charge with $8.8 million in sales, this brand capitalizes on the athleisure trend, offering stylish and comfortable activewear that has gained traction among TikTok users.
• MaryRuth's – Pulling in $5.4 million, this wellness brand benefits from TikTok’s health-conscious audience by promoting organic supplements and vitamins that resonate with consumers looking for natural solutions.
• The Lost Skills – With $5.1 million in sales, this store thrives by selling books and guides focused on self-sufficiency, survival skills, and homesteading—tapping into a niche yet growing market.
• Goli Nutrition – A household name in the supplement industry, Goli has secured $4.9 million in sales with its gummy vitamins, heavily promoted by influencers and wellness enthusiasts.
• Comfrt – Generating $4.7 million, this brand offers cozy, functional homewear and loungewear, catering to consumers seeking both style and comfort in their daily lives.
• Reus Research – With $4.2 million in sales, this brand specializes in science-backed supplements, leveraging TikTok’s beauty community to highlight clinically tested ingredients and results.
• Wavytalk – Known for hair styling tools, this brand has amassed $3.9 million in sales by riding the wave of TikTok’s beauty and hairstyling trends.
• Micro Ingredients – Bringing in $3.6 million, this supplement company sells clean, additive-free superfoods and nutritional powders that align with TikTok’s growing focus on health and wellness.
• Zoyava – This brand has reached $3.56 million in sales by focusing on minimalist, aesthetic home products that align with modern consumer preferences.
• Tarte Cosmetics – A major beauty brand that has leveraged TikTok to drive $3.54 million in sales, with viral makeup tutorials and influencer collaborations boosting its reach.

Top 3 Products on TikTok

• Reus Research Supplement for Skin Aging Support, Energy, and Focus – With $4.2 million in sales, this supplement brand has gained traction for its science-backed formulas promoting healthier skin, enhanced energy, and improved focus.
• Forgotten Home Apothecary: 250 Powerful Remedies at Your Fingertips – Generating $3.1 million, this guide has resonated with audiences interested in holistic health and herbal medicine.
• Halara SoCinched High Waisted Butt Lifting Leggings – Pulling in $3 million, these leggings have become a viral sensation for their body-contouring fit and stylish design.

The TikTok Seller Surge: What Lies Ahead?

The seller boom isn’t just about immediate profit. Many are using this moment to expand customer bases, push people onto email lists, and build direct-to-consumer (DTC) strategies. A surge in seller participation and market expansion has led to a flood of new businesses entering the TikTok ecosystem, eager to capitalize on its virality and built-in audience.

“TikTok offers a unique user experience that has yet to be replicated elsewhere effectively. From fast-paced videos to real-time livestreams, TikTok succeeds in driving impulse purchases more so than other traditional marketing methods.” Alex Nisenzon, CEO of Charm.io told Beauty Matter recently. 

While some sellers may be gearing up to prepare for a potential ban, it’s unlikely they’ll see the same level of success they’ve seen on TikTok Shop.

The recent TikTok outage had an unexpected effect—sales surged instead of slowing down. Our data shows a clear trend: despite uncertainties surrounding the platform, buyers remained highly engaged, and businesses saw significant revenue growth. This resilience highlights TikTok Shop’s potential as a powerful ecommerce channel, even amid challenges.

Despite the uncertainty, many still see TikTok Shop as a goldmine. If the ban doesn’t happen, those who stayed the course could continue thriving.

Optimize Your DTC and TikTok Shop Strategy with Charm.io

Sellers looking for data-driven strategies are turning to Charm.io. The platform helps brands track top-performing TikTok Shops, analyze competitors, discover new brands for their stores, make informed merchandising decisions, and predict market trends. 

With detailed insights on trending products, viral growth strategies, and shifting consumer behavior, businesses can make smarter, faster decisions and stay ahead of market shifts.

As TikTok's future remains uncertain, sellers who diversify their sales channels and invest in direct-to-consumer strategies will position themselves for sustained success. Social commerce continues to evolve, and those who leverage the right tools and insights will thrive regardless of platform changes. 

Book a demo with Charm today to get the in-depth ecommerce insights you need to drive sales to your business.