Unleashed in September 2023, TikTok Shop US is set to revolutionize the retail landscape, with a particular focus on the beauty sector. Recent findings from a Nielsen IQ survey emphasize the profound impact of social media on consumer choices, especially within the beauty category. Notably, health and beauty products dominated, constituting a staggering 85% of total TikTok Shop sales in the U.S. during its September launch.
TikTok Shop US introduces an array of interactive features, including shoppable videos and live stream sessions nationwide. This empowers brands, merchants, and creators with new avenues to directly engage users and facilitate sales within the app. Nielsen IQ highlights that, within the health and beauty category, top-selling items span facial skin care, vitamins & supplements, fragrance, teeth whitening kits, and lip cosmetics.
The market research firm notes that the emergence of non-impulse categories like vitamins & supplements and teeth whitening kits among top sellers demonstrates TikTok Shop’s capacity to reshape traditional retail dynamics. The platform’s meteoric rise is further underscored by its twentieth rank in health and beauty sales among U.S. e-commerce retailers in September.
Nielsen IQ anticipates a significant disruption in the beauty retail space, attributing this to TikTok’s visually captivating environment that lends itself to engaging advertisements and organic content creation. Influencers, integral to this ecosystem, contribute significantly to consumer attraction and sales.
Acknowledging the platform’s rapid growth, Nielsen IQ announces the introduction of a novel measurement tool and data tracking service for TikTok sales. John Busardo, Senior Vice President and Beauty & OTC Vertical Lead at Nielsen IQ, emphasizes the importance of understanding product performance on TikTok Shop, stating, “Our new measurement will provide brands and retailers with the insights needed to make informed decisions about their TikTok Shop strategies.”