TikTok Shop’s record-breaking Black Friday performance, over $100 million in a single day, showcases the platform’s growing influence on e-commerce, not just in the US but across Western markets.

With a unique model blending entertainment and retail, TikTok is poised to lead a surge in social commerce sales in 2024. The rise of TikTok Shop, coupled with its integration into broader retail ecosystems, is not just a win for the app but a sign of how social commerce is reshaping online shopping worldwide.

Social Commerce Growth: TikTok’s Role in the US and Beyond

US social commerce is set to reach new heights in 2024, driven largely by TikTok Shop.

Research shows that TikTok will convert over 40% of its US users into buyers next year, surpassing Facebook and Instagram in the percentage of users making purchases on the platform. This milestone, 43.8% of TikTok users transacting, cements its position as the leading social commerce platform in the US.

Western markets, including Europe and the UK, are also seeing rapid growth in this space, although cultural differences mean adoption has been slower than in China, where social commerce already accounts for 30% of e-commerce sales. The convergence of retail media and social commerce, fuelled by partnerships between Amazon and platforms like Meta, Snap, Pinterest, and TikTok, is set to drive this transformation further.

These alliances enable seamless ad-to-checkout experiences across social platforms, encouraging discovery and purchase without leaving the app. As retail media and social commerce converge, we can expect smoother user experiences and increased adoption, with TikTok at the forefront of this evolution.

TikTok Shop’s Black Friday Playbook

TikTok Shop’s Black Friday success is a case study in how social commerce can drive holiday sales. With over 30,000 livestream shopping events on the day, TikTok turned browsing into buying, blending entertainment with consumerism.

Business Insider reported that creators like Stormi Steele, founder of Canvas Beauty, highlighted the platform’s potential by earning $2 million during a single livestream.

Fashion, beauty, and home goods were the most popular categories during Black Friday, with brands like Tarte Cosmetics and Miniso standing out. TikTok’s strategy of promoting discounts and limited-time offers, such as countdown clocks on deals, played a significant role in driving impulse purchases.

While these efforts captured consumer attention during Black Friday, TikTok faces challenges in making these gains sustainable. Success in the long term will depend on TikTok’s ability to shift from low-cost, impulse-driven sales to fostering trust and encouraging repeat purchases.

Outlook for Social Commerce in 2024 and Beyond

The outlook for social commerce in 2024 is bright, particularly in the US. With TikTok Shop leading the charge, sales are projected to grow significantly. The convergence of retail media and social commerce, supported by advertising partnerships with major players like Amazon, signals a new era in online retail.

Key Drivers for Social Commerce Growth:

1. TikTok’s Dominance in User Conversion: TikTok is expected to surpass Facebook and Instagram in converting users into buyers, demonstrating its effectiveness as a social commerce platform.
2. Retail Media Alliances: Partnerships between TikTok, Amazon, and other tech platforms will streamline ad-to-purchase journeys, further driving sales.
3. Seamless User Experiences: Integration of e-commerce features within social platforms ensures a smooth shopping journey, from discovery to checkout.
4. Consumer Shifts: Younger demographics, already comfortable with digital-first shopping, are embracing social commerce at a rapid pace.

Challenges for Western Markets

Despite its momentum, social commerce faces hurdles in Western markets. Unlike in China, where platforms like Douyin have made shopping via social apps the norm, Western consumers remain cautious.

• Trust Issues: Many Western users prefer to shop on traditional e-commerce platforms, where product quality and returns policies are well established.
• Brand Hesitancy: Some big brands, particularly in Europe and the UK, are wary of selling on TikTok Shop due to its focus on deep discounts and impulse-driven purchases.
• Influencer Reluctance: Western influencers are cautious about promoting products that may not align with their personal brand or authenticity, a key factor in their relationships with followers.

For TikTok Shop to fully realise its potential in Western markets, it must address these challenges. Expanding partnerships with trusted, high-quality brands, improving logistics services, and building consumer confidence through robust post-purchase support will be essential.

Equally important is engaging influencers in a way that prioritises authenticity. By aligning them with products that resonate with their personal values and audience, TikTok can ensure influencer-driven sales remain credible and effective.

What Does 2025 Hold For Social Commerce in the West?

As TikTok Shop propels growth in social commerce, the key question is how far this trend can go. In 2024 and beyond, the platform’s ability to convert users into buyers at an unprecedented rate positions it as a leader in this space. However, the journey will require balancing rapid expansion with the trust and reliability Western consumers expect.

TikTok Shop’s Black Friday success is a testament to the rising power of social commerce. With projections showing a significant increase in sales and user adoption, TikTok is reshaping the retail landscape, not just in the US but across Western markets. By addressing trust issues, improving its offering, and continuing to innovate, TikTok Shop is set to lead the next wave of e-commerce.

For marketers and brands, now is the time to embrace the convergence of social commerce and retail media, using platforms like TikTok to connect with audiences in fresh, interactive ways. As 2025 unfolds, social commerce will only become more integral to how consumers discover and buy products online.