Since its launch in the U.S. in 2023, TikTok Shop has sold more than $4.4 billion worth of beauty and wellness products, according to NielsenIQ. When it comes to converting discovery into sales, beauty is TikTok Shop’s top category, according to the retailer. According to TikTok, 53.4% of users who discover a beauty brand on TikTok Shop go on to purchase the brand, and 71.5% of beauty shoppers say the app’s shopping platform heavily influences their purchasing decisions beyond the app.There’s no doubt there’s money to be made selling beauty on TikTok Shop. With the burgeoning livestream category and ample affiliate networks, the social media platform has turned everyone from small-scale users to mega creators into potential salespeople. But as TikTok Shop is an online-only platform that prioritizes discounting, capturing that consumer without sacrificing brand identity is another matter.
At Glossy’s E-Commerce Summit in Miami, brand leaders and executives gathered to discuss the highs and lows of working with TikTok Shop, and how to make the TikTok game work to their advantage. Their comments, shared here anonymously, have been edited for clarity.
On playing the TikTok game
“TikTok is by nature a data platform, and they are out to sell for themselves. TikTok is a mafia, and the only reason we have such strong support from them is that we work really well within their confines and we understand the mutually aligned objectives. But it has been hindering us as we expand to DTC.”
