TikTok really, really wants you to buy stuff in the app, which is why it’s hosting a seemingly ongoing stream of shopping promotions, with its current push focused on small businesses, and food buying options in the app, which will then be followed by yet another sales event throughout July.
First off, over the next week, TikTok’s running a “Shop Locally Made” promotion, which will “celebrate the people, stories, and communities behind America’s most distinctive small businesses.”
TikTok’s super keen to highlight its contribution to the U.S. economy, and tying that into its broader shopping push seems like a great vehicle for its expanded in-stream shopping awareness drive.
As explained by TikTok:
“ShopLocallyMade is part of our commitment to champion social impact through commerce – this time by tapping into the cultural and economic value of local businesses with deep regional roots. The campaign will feature exceptional small business sellers from across the U.S., each with a unique connection to their community and a proven record of success on TikTok Shop.”
The campaign will first focus on Seattle, and the famous Pike Place Fish Market, in order to promote TikTok’s expansion into food products for sale in-stream.
“Customers can now discover and shop a growing assortment of fresh and frozen products, including bakery items, prepared meals, cheese and charcuterie, meat and seafood, and beverages. Pike Place Fish Market – known for its expert seafood handling, unforgettable fish tosses, and a fan base of over 660K+ TikTok followers – becomes the platform’s first-ever seafood seller, bringing the energy and theater of Pike Place Market directly to the app.”
I mean, I don’t know that I would personally want to order seafood on TikTok, but TikTok says that this marks the beginning of a nationwide push to spotlight local and regional food favorites, “helping bring a taste of home to homes across America.”
The shift into food does make sense, in alignment with how TikTok’s looking to evolve its in-stream shopping options, though I had expected food delivery to be the focus in this respect, not groceries.
In China, the local version of TikTok already offers food ordering and delivery services, in expansion of its in-stream buying options.
As such, it seemed inevitable that TikTok would follow suit, as it seeks to get more money moving through its circuits. Though, presumably, there are some significant delivery limitations on fresh seafood orders.
Either way, the campaign will highlight more local shopping options in the app, in an effort to spark more interest, as TikTok continues to push its shopping options onto more users.
Its next sales push is in more familiar territory, with TikTok also running a 13-day “Deals for You Days” event from July 7th to 19th.
“Shoppers can find great selection from major household brand names like Briogeo, By Nature Skincare, The Heritage Store, PacSun, Fenty Beauty, Crocs, Liquid I.V., Philips, and more. Eligible customers can use Venmo at checkout to redeem an additional discount.”
The promotion will run ahead of Amazon’s Prime Day sales, as a means to latch onto the increased buyer interest in the period, with TikTok looking to specifically focus on the opportunities of live shopping in the app.
Indeed, TikTok’s also launching a “LIVE Price Match Guaranteed” program, which will offer customers that are watching select Deals for You Days livestreams cash back on the difference if they find a lower price off-platform on featured products.
Live shopping has been another key element of TikTok’s shopping push in China, and it’s hoping to grab more audience attention for such to build on its revenue opportunities.
And those opportunities could be significant.
The Chinese version of TikTok (called “Douyin”) generated $US490 billion in gross merchandise sales (GMV) in 2024, a 30% increase year-over-year. TikTok reportedly generated around $US30 billion in GMV in 2024, so you can see why the TikTok team is increasingly keen to focus on this element.
And while in-app shopping hasn’t caught on in TikTok in the same way just yet, there are signs that TikTok users are growing more interested in its shopping options.
Earlier this year, TikTok reported that TikTok Shop sales in the U.S. have increased by 120% compared to the same period last year, while brands and creators have also hosted over 8 million hours of LIVE shopping sessions in the U.S.
Sales to small U.S. businesses in the app have grown by 70% year-over-year, and in combination, you can see why TikTok execs are still focused on the dollar signs as they look for more ways to push its in-app shopping options.
It remains to be seen whether TikTok will ever become a shopping mega-hub, as it has in China, but with hundreds of billions potentially on the line, you can bet that TikTok’s going to make a big push.
And fast, as it might still eventually be banned in the U.S.
