TikTok Shop Officially Enters Brands' Mainstream Media-Buying Channels
TikTok Shop has shifted from a peripheral channel to a core channel receiving formal budget allocations from brands, alongside Amazon and Walmart. Large brands are increasing investment through agencies, highlighting significant improvements in the platform's logistics and conversion capabilities.
What are the key facts?
- 1TikTok Shop enters formal brand agency RFPs
- 2TikTok Shop sales at brands with over $30 million in annual revenue grew 97%
- 3Transaction volume grew by nearly 80%
What happened?
TikTok Shop has secured a place in formal agency requests for proposals (RFPs) from brands, ranking alongside Amazon and Walmart as a core media-buying channel. Data shows that brands with annual revenue exceeding $30 million increased their TikTok Shop sales by 97% year over year, while transaction volume grew by nearly 80%. Large companies including Ulta Beauty, Sally Beauty, and PepsiCo have begun establishing a presence on the platform.
What does this mean for cross-border sellers?
Brands should treat TikTok Shop as a strategic channel equal in importance to Amazon and build a professional operations team or seek support from a specialized agency as early as possible.