After only two years in the U.S., TikTok Shop just hit eBay-sized total sales. Analysts estimate the platform sold $19B globally from July to September alone, with $4-4.5B coming from the U.S. The “show don’t tell” approach is driving growth, though more from videos than livestream shopping, which hasn’t caught on in America to the massive degree it has in China and the rest of Southeast Asia. In the U.S., 80% of users are primarily on TikTok for entertainment, not shopping, and only 2% of traffic goes to livestream commerce. And yet, the platform cracked impulse buying in America; even if TikTok Shop is not the main reason users open the app, it’s very much a part of their usage. YPulse’s Shopping and Retail report data shows two thirds of teens and nearly half of young adults have used TikTok Shop. (WIRED)
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