Dec 22, 2023 08:06 PM

BUSINESS

In Depth: TikTok’s High-Stakes American E-Commerce Gambit

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From Oct. 27 to Nov. 27, which culminates in the Black Friday sales season in the U.S., TikTok Shop’s recorded month-on-month growth of 215%.

From Oct. 27 to Nov. 27, which culminates in the Black Friday sales season in the U.S., TikTok Shop’s recorded month-on-month growth of 215%.

Undeterred by U.S. policymakers’ hostility, ByteDance’s TikTok unit is charging ahead with leveraging its popularity among ordinary Americans to seize a share of the world’s biggest consumer market. And it appears to be gaining traction in the year’s hottest shopping season.

The viral video-sharing sensation introduced its online shopping feature in the U.S. in September. The company is betting on its 150 million American users to help turn e-commerce into a revenue generator alongside advertising and livestreaming.

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