As consumers grow more comfortable making larger, higher-consideration purchases on TikTok Shop, brands are rethinking how they merchandise, market and fulfill their large-ticket products. More customers are buying products like comforters, LED face masks and even above-ground pools through TikTok Shop. This shift, driven by enhanced logistics and a growing consumer trust in the platform’s reliability, marks a significant evolution in social commerce.
The growth of several homeware brands on TikTok Shop signals that the channel is becoming more than an impulse buy platform, largely associated with fashion, beauty and wellness. Still, there are logistical improvements to be made as larger brands get on the platform.
From a place to discover products to a place to check out
DTC sleep brand Mellow Sleep launched on TikTok Shop in fall 2025, just months after launching the brand. The brand sells products like its best-selling CloudAlign pillow, which retails for $50, and MarshMellow comforter, which starts at $85.
Founder Chad Keller said that “we didn’t set out aiming to become a ‘TikTok brand.’ He initially viewed TikTok Shop “as an opportunity to build a consumer brand through authentic creator content and community trust.”
