TikTok is changing the retail landscape with the U.S. launch of TikTok Shop this fall. In the past, users of the popular app were able to get product recommendations from their favorite influencers or searching the relevant hashtags, but now users can purchase directly from the app through a brand’s store front or shoppable content.
TikTok has made the buying process seamless and has removed any barriers of being redirected to other outside sites. Social media has always had a major influence over the beauty category, so TikTok Shop will be extremely relevant to the industry. In fact, since launch, 81% of dollar sales sold through the shop were for Health & Beauty.
When looking at the top selling Health & Beauty categories on TikTok Shop, beauty is rising to the top with facial skin care, lip cosmetics, cologne & perfume, and body lotion & treatments ranked in the top five. Interestingly, we are also seeing supplement and vitamin combination packs in the top five as well. We know that consumers are expanding their view of beauty and including categories that make them feel good from the inside and out in their consideration set. As the platform continues to grow its reach, top selling categories will prove to be an interesting dynamic.
This new form of social commerce to the U.S. is sure to be a major disruptor. With only a few months since launch, TikTok Shop is already the number fourteen Health & Beauty ecommerce retailer in the U.S. TikTok Shop launched in the UK in 2021 and is already the number five ecommerce retailer.
As it grows in popularity, we can expect more brands to revamp their social strategy to optimize this new platform. A major change is underway in the U.S. retail landscape, and it will be important to keep a pulse on this new way of shopping.