While TikTok initially overlooked Europe for its new online selling feature launched in September 2023, TikTok Shop eventually made its debut in Europe in December of the same year.
Despite being relatively quiet about the performance of TikTok Shop since its inception, the latest details disclosed by Bytedance may well indicate a significant shift in the online retail landscape.
Over 70 Million Products Now Available
Although TikTok’s e-commerce service was only introduced two years ago, it has experienced explosive growth in a very short period. In a recent press release posted on TikTok’s website, the social media platform announced that it now offers over 70 million products on TikTok Shop.
And while one might think this number only covers a limited range of items, the reality is far more extensive, with 750 different product categories available, showcasing the massive scale at which the network operates.
Top Performing Categories on TikTok Shop
While the platform today boasts hundreds of product categories on TikTok Shop, some have truly excelled.
Clothing, especially women’s apparel, stands out as one of the most successful categories on TikTok Shop. Joining it at the top are beauty and personal care products, as well as health-related products.
For the year 2024, entertainment and leisure products also rank well, though TikTok has not provided further details on these categories.
A 120% Sales Increase in the United States
Although the service was launched quite recently, making it difficult to fully assess its success, TikTok Shop has had a promising start.
According to the social network, sales have surged by 120% across the American continent between 2023 and 2024. While it’s still too early to determine the effectiveness of online sales in Europe, TikTok has shared some figures that suggest potential success.
Based on publicly available statistics from TikTok, content creators have already produced over 8 million hours of content to promote products and brands available on TikTok Shop.
With this new feature still not fully adopted in France and Europe, it’s highly likely that these figures will see a substantial increase in the coming months.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.