TikTok Shop hits $100 million in sales on Black Friday

TikTok Shop experienced a groundbreaking Black Friday in 2024, achieving over $100 million in single-day sales. This impressive milestone represents a threefold increase compared to Black Friday sales from the previous year, showcasing the platform’s growing influence in the e-commerce landscape despite looming uncertainties about its future in the United States.

Between Black Friday and Cyber Monday, TikTok Shop witnessed an astounding 165% year-over-year spike in its shopper base. Leading brands such as Crocs, Fenty Beauty, Estée Lauder, and The Ordinary dominated sales during the holiday shopping frenzy. Customers flocked to the platform to purchase popular items, including makeup, skincare, fragrances, personal care products, menswear, indoor furniture, kitchen appliances, fitness gear, and sporting equipment.

The platform’s engagement metrics were equally remarkable. Videos featuring hashtags like #TikTokShopBlackFriday and #TikTokCyberMonday collectively garnered over 7.5 billion views. A highlight of the campaign was Grammy-nominated rapper Nicki Minaj’s TikTok Shop Live event, which attracted more than 172 million viewers, underscoring the platform’s ability to blend entertainment with e-commerce seamlessly.

Beyond driving sales for major brands, TikTok Shop proved to be a valuable resource for small and mid-sized businesses. These emerging sellers contributed to a third of the total sales during the Black Friday and Cyber Monday period. TikTok’s community-driven approach has enabled smaller companies to thrive by leveraging the platform’s viral potential and widespread reach.

“TikTok is the go-to place this holiday season for beauty tutorials, gift-wrapping hacks, fashion inspiration, fun new toys, travel must-haves, seasonal recipes, and so much more,” said Nico Le Bourgeois, head of U.S. operations for TikTok Shop. “Whether it’s a gift to make this holiday season unforgettable for someone or for yourself, TikTok Shop makes it easy to be inspired and find the perfect something for everyone.”

Research underscores TikTok’s growing role in shaping consumer behavior. According to a survey by the marketing firm MGH, over 55% of respondents discovered gift ideas through TikTok. Additionally, a report by Fiverr revealed that 54% of Gen Z shoppers planned to buy holiday gifts exclusively through TikTok Shop, highlighting the platform’s strong appeal among younger consumers.

Despite its extraordinary success, TikTok’s future in the U.S. remains uncertain. A U.S. appeals court recently dismissed TikTok’s legal challenge against the government’s demand to sell its U.S. operations. Without a resolution, the app could face a potential ban as early as January 2025. This regulatory pressure casts a shadow over TikTok Shop’s continued growth in the American market.