U.S. spending on TikTok store surges during holidays

NEW YORK (Reuters) – U.S. TikTok users are turning to TikTok Shop during the holidays this year, significantly increasing spending on the platform. According to Reuters analysis, TikTok Shop has successfully captured a larger share of the e-commerce market since its launch in the United States in September 2023.

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TikTok Shop’s meteoric success was reflected in sales reaching $100 million on Black Friday, a major shopping day when U.S. consumers eagerly seek online deals. Despite looming regulatory challenges, such as a potential U.S. ban on its parent company ByteDance, TikTok Shop remains a strong sales channel for brands like Elf Cosmetics and Ninja Kitchen.

U.S. merchants and influencers take advantage of the “LIVE” feature, which allows customers to purchase items directly during live video conferences. The number of such live sessions has reportedly tripled over the past year, capitalizing on TikTok’s 170 million U.S. users and their growing demand for innovative purchasing experiences.

That growth trajectory puts TikTok Shop in serious competition with peers like Shein and Temu, surpassing them in U.S. spending in the seven days leading up to Cyber ​​Monday, according to Facteus, which accounts for 140 million consumer cards across the country. 7% to 10% of expenses.

Source: IndexBox Market Intelligence Platform