ECONOMY & WORK
MONEY 101
NEWS
PERSONAL FINANCE
NET WORTH
About Us Contact Us Privacy Policy Terms of Use DMCA Opt-out of personalized ads
© Copyright 2023 Market Realist. Market Realist is a registered trademark. All Rights Reserved. People may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
MARKETREALIST.COM / NEWS

TikTok Shop Aims to Reach $17.5 Billion in the US by 2024

Competing with Amazon and Chinese e-retailers, TikTok Shop leverages its social media influence for online shopping.
PUBLISHED JAN 8, 2024
Cover Image Source: Amazon Warehouse Employees Prepare For Their Busiest Time Of Year | Getty Images | Photo by Matt Cardy
Cover Image Source: Amazon Warehouse Employees Prepare For Their Busiest Time Of Year | Getty Images | Photo by Matt Cardy

ByteDance's popular app, TikTok, best known for its viral short-video content, is setting its sights on a new horizon—the lucrative world of e-commerce. Recent internal discussions have revealed an ambitious plan to grow its U.S. e-commerce operations, TikTok Shop, to an estimated $17.5 billion (S$23.3 billion) by 2024. This strategic move aims to diversify TikTok's revenue sources beyond its current mainstay, social media advertising, per The Straits Times.

Matthew Johnston, General Manager of a branch of iSold It | Getty Images | Photo by Chris Hondros
Matthew Johnston, General Manager of a branch of iSold It | Getty Images | Photo by Chris Hondros

TikTok's expansion into e-commerce positions it in direct competition not only with online retail giant Amazon but also with Chinese e-commerce players Temu and Shein, who have been gaining popularity among younger U.S. consumers. TikTok Shop, unlike these platforms, leverages its vast social media reach and the engaging nature of its viral video content to promote products, offering a unique blend of entertainment and shopping.

The logo of the mobile video sharing and social networking application TikTok | Getty Images | Photo by Chesnot
The logo of the mobile video sharing and social networking application TikTok | Getty Images | Photo by Chesnot

In 2023, TikTok was on track to achieve a global gross merchandise value of around $20 billion with significant contributions from Southeast Asia. The app now looks to broaden its e-commerce footprint in the United States and Latin America. However, TikTok has refuted Bloomberg's reported U.S. sales figures, stating them as inaccurate.

Founded by Zhang Yiming and Liang Rubo, ByteDance has evolved into a major internet entity, with TikTok and Douyin (its Chinese counterpart) at the forefront. The company's revenue soared by approximately 30% in 2023, reaching over $110 billion, surpassing the growth rates of established competitors like Meta Platforms and Tencent Holdings.

TikTok Shop's strategy involves integrating a shopping experience within its main app, where users can purchase items while browsing through short videos and live streams. This model, which has been successful in China through Douyin, aims to replicate the convenience of Amazon and the discovery aspect of social platforms like Instagram. During the pandemic, this approach significantly diverted consumer spending from Alibaba Group Holding and JD.com in China.

The TikTok logo is displayed at a TikTok office | Mario Tama | Getty Images
The TikTok logo is displayed at a TikTok office | Mario Tama | Getty Images

In the U.S., TikTok is enhancing its e-commerce appeal by offering free shipping and subsidies to influencers who promote products. The platform witnessed a surge in new U.S. customers in November 2023, thanks to Black Friday and Cyber Monday promotions. TikTok's user base in the U.S. stands at about 150 million.

Image Source: Photo by Max Fischer | Pexels
Black Friday sales | Pexels/Photo by Max Fischer 

The trend of American consumers turning to Chinese e-commerce apps has been growing, with platforms like Shein and PDD Holdings' Temu gaining popularity. TikTok's global e-commerce goals remain under wraps but its recent acquisition of GoTo Group’s Tokopedia in Indonesia for $1.5 billion marks a significant step in its international retail ambitions. This bold move by TikTok reflects a significant shift in the digital landscape, where social media platforms are no longer content with just user engagement but are now actively pursuing a larger share of the online retail market.

MORE ON MARKET REALIST
When the rare coin showed up on Harrison's table, he had to take his old man's approval for the deal.
50 minutes ago
Fans said that such behavior was unnecessary and slammed the antics as self-congratulatory.
2 hours ago
Several customers took to social media to complain about spoilt milk that they purchased from the store.
3 hours ago
Despite the massive appraisal, the brothers shared that they would never sell their collection.
4 hours ago
Harrison is often impressed by suits belonging to legendary musicians or actors.
5 hours ago
The founder of 'Permaplug' had done his research on the Sharks to help make a decision.
1 day ago
When the item turned out to quite a valuable artifact, Harrison refused to let it go.
1 day ago
The Sharks formed teams and ditched their partners to get a deal with "The Woobles".
1 day ago
With a tiny margin of four steps, the player won prizes worth $8,000 after a tense game.
2 days ago
The recall was issued amid reports of multiple deaths and over a dozen illnesses across 13 states.
2 days ago
The player celebrated her way to the stage and then got more than one reason to celebrate.
2 days ago
The investment turned out to fruitful as 'Simple Sugars' went on to make millions.
3 days ago
The long time host of the show expressed his love for the cast members of the show.
3 days ago
Fans took to Reddit to blast both the Bonus Round puzzle and Seacrest's mistake.
4 days ago
In the end, the founders of Turbo Trusser couldn't 'chicken out' of a deal with Chef Wonderful.
4 days ago
The entrepreneurs impressed all sharks with their chocolate flavored birthday treats.
5 days ago
The pristine collection of 'Magic Trading Cards' blew away the expert too.
5 days ago
The player's team members and Harvey kept laughing uncontrollably.
5 days ago
The autographed 1919 Cincinnati Reds Championship baseball turned out be a great investment.
5 days ago
The two cunning Sharks worked out a creative deal for the innovative product.
6 days ago