Is TikTok Shop Worth the Hype?

The Generation Z designation is interchangeable with “generation influencer” — teens and young adults are making “Get Ready With Me” videos sharing their favorite beauty products, exercise content telling viewers how to obtain their physique, and food videos sharing the best new items on a fast food restaurant’s menu.

But the game changed in September of 2023 when the social media platform TikTok launched the marketplace TikTok Shop, announcing in a press release “TikTok Shop will now bring shoppable videos and LIVE streams directly to For You feeds across the country – and give brands, merchants, and creators the tools to sell directly through shoppable content on the TikTok app.”

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When a TikTok user is scrolling on their For You page they will see a little orange button on videos that are using the TikTok Shop feature. This means users can buy products directly from the app while watching videos. The feature also allows creators that showcase products to make a commission through the affiliate program, which “connect(s creators) with sellers through new commission-based product marketing opportunities.”

Instagram offers a similar feature called “ Instagram Shop ” through which companies can make sales directly on the social media app. The main difference in the platform's marketplaces are the influencer and creator focus of TikTok Shop, which capitalizes on what the app does best, selling a lifestyle.

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Selling everything from vitamins, to pilates reformers, to home decor, the feature is trying to be a one stop shop for all a consumer's needs and as the one year mark of the marketplace launch approaches, consumers seem to be warming up to this idea.

Check out bestsellers Mary Ruth’s liquid vitamins , MiimMiic's Summer Dupe Strawberry Floral Perfume and Cocomint Beauty sunscreen to see what this new sensation is all about.

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