Top brands are using TikTok Shop to appeal to Gen Z shoppers. Here's what you need to know about their success on the platform:
- According to TikTok, 70% of its users say they discover new brands and products on the platform, with three in four users being likely to buy something while using TikTok.
- TikTok has introduced its own sales events such as Deals for You Days, a recurring event for the platform with U.S. shoppers spending an average of $52 during each sale. These promotional sales are in competition with other big retailers' seasonal sales.
- E.l.f Cosmetics was the first brand featured in TikTok Shop's Super Brand Day sales event where TikTok put the brand at the front and center of the shopping platform, driving visibility and revenue. According to Charm data, E.l.f. has driven nearly $6 million in revenue from TikTok Shop in 2024 alone.
- Popcorn brand Like Air previously sold its products at Kroger and Albertsons, but now uses TikTok Shop to sell single-serve bags in exclusive flavors and hosts monthly flavor drops via TikTok Shop livestreams.
- Influencers also thrive on the platform with nearly three in five Gen Z consumers saying they trust recommendations by local or micro-influencers. A quarter of U.S. consumers reported buying a gift directly based on an influencer's recommendations.
2024 TikTok Shop Wrapped
We used Charm data to create an overview of the categories, products, and shops that saw incredible success on TikTok Shop in 2024!
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