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Cyber Week 2024 marked a big milestone for TikTok Shop, solidifying its spot as a powerful channel in the e-commerce space. The platform reported driving a record of $100 million in sales on Black Friday alone, tripling its performance from the previous year. With over 170 million active users in the US, TikTok’s popularity and influence continues to grow as it blends entertainment and shopping.
TikTok Shop, the app’s e-commerce storefront, launched in September 2023 and has seen remarkable growth in just over a year. From Black Friday to Cyber Monday, the platform experienced a 165% year-over-year increase in shoppers. Also during this time, hashtags like #tiktokshopblackfriday and #tiktokshopcybermonday collectively received over 7.5 billion views, highlighting the platform’s vast reach.
TikTok’s holiday shopping success wasn’t limited to major brands like Crocs and Estee Lauder. One third of purchases from November 13 to December 2 came from small and medium-sized businesses, demonstrating the platform’s potential for brands of all sizes. Popular product categories included makeup, skincare, fragrances, bath and body care, personal care items, menswear, indoor furniture, kitchen appliances, fitness and sporting equipment.
A growing feature of TikTok Shop and key driving during Cyber Week is live shopping sessions, which combines entertainment with a seamless shopping experience. Influencers, celebrities, and content creators hosted nearly 500,000 live events during this time, totaling over 660,000 hours of interactive shopping experiences. These events boosted sales, increased engagement, and broke records. An event hosted by Nicki Minaj drew 172 million viewers over the course of it, while a beauty brand founder surpassed $2 million in sales during a single live stream. The live shopping feature is quickly growing in popularity and proving to be a successful strategy for e-commerce brands.
As TikTok Shop continues to take shape as a key channel of the e-commerce landscape, Advertise Purple stands at the forefront of helping brands maximize their potential on the app. Content Studio, an internal division composed of data scientists and social media experts, is committed to utilizing our network of over 2,000 elite influencers to create high-conversion user-generated content for brands. With a proven track record of over $550 million in social commerce generated, our sophisticated strategy encompasses affiliate network collaboration, granular audience segmentation, and predictive analytics facilitated by our proprietary Bloom technology. This enables us to effectively engage top-of-funnel buyers and achieve significant conversion outcomes. By leveraging Advertise Purple’s services, brands can optimize their TikTok Shop campaigns and achieve remarkable results.
