How TikTok Shop is beating Amazon and Temu in the social shopping space
TikTok Shop, launched in the U.S. in 2023, has rapidly become a major player in e-commerce, attracting 47 million shoppers and generating $32 million in daily sales, according to Capital One Shopping. Blending Temu-like low prices with a social shopping experience akin to Instagram and Facebook, TikTok Shop is reshaping online retail.
In 2024 alone, the platform added 11.9 million new U.S. buyers, surpassing competitors like Meta and Pinterest, per eMarketer. Its success lies in keeping users engaged within the app and using TikTok’s powerful algorithm to serve personalized product ads.
This rise of “shoppertainment” has also created new influencer careers—like Lexi Rosenstein, who turned her 70,000 followers into a top-selling beauty brand through TikTok live shopping.
However, TikTok Shop’s future is uncertain. In April 2024, Congress passed a law requiring parent company ByteDance to sell TikTok’s U.S. operations over national security concerns. With an April 5 deadline and a temporary 75-day extension granted by President Trump, the platform faces an uphill battle to maintain its momentum amid regulatory pressure.
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