TikTok is no longer just a place to watch videos. The app has now become a full-scale shopping platform in the United States.
TikTok Shop, the platform’s e-commerce feature, was one of the fastest-growing brands in the US in 2025, according to Morning Consult. During the four days between Black Friday and Cyber Monday, TikTok Shop generated more than $500 million in sales. This shows that consumers are increasingly comfortable buying products directly through the app.
Major brands that once avoided TikTok are now joining the platform. Companies such as Disney, Samsung, and Ralph Lauren have started selling products on TikTok Shop. Some brands are investing heavily, with firms like Harry’s hiring dedicated TikTok Shop managers to handle sales and creator partnerships.
TikTok’s shopping push in the US started slowly. In 2020, creators could link videos to Shopify stores. A bigger change came in 2022, when TikTok tested a commission-based model that paid creators to promote products. The company later hired experienced e-commerce staff, many from Amazon, to expand the business.
TikTok’s parent company, ByteDance, has a long history with social commerce. Its Chinese app, Douyin, generates huge online sales. TikTok has followed a similar path, adding livestream shopping and more product categories.
The journey was not smooth. Some users disliked the increase in shopping content. TikTok Shop also faced leadership changes and trade and policy challenges in 2025. Political uncertainty around TikTok’s future in the US made some brands hesitant.
Now, things are changing. TikTok is restructuring parts of its US business, easing fears of a potential ban. Younger consumers are increasingly using the app to shop, blending entertainment and e-commerce in a way other platforms cannot match.
While Amazon and Walmart still lead US online retail, TikTok is shaping how a new generation of shoppers buys products. TikTok Shop has moved from an experiment to a core part of the platform — and it looks like it’s here to stay.
