Online shopping changed how we buy things — and social media platforms are reshaping shopping again. TikTok Shop, the company’s in-app shopping feature, is quickly becoming a key retailer for the beauty industry, according to a report by Dash Hudson and NielsenIQ. TikTok Shop is now the ninth-largest online beauty and wellness retailer in the US and the second-largest in the UK, the report found.
Since the launch of TikTok Shop last year, users’ feeds have steadily been taken over by e-commerce content: creators earning a commission for every purchase they drive shill products in video after video, and the platform itself has worked to push viewers into the shopping section of the app through buttons and prompts.
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