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Agenda-setting intelligence, analysis and advice for the global fashion community.

TikTok’s Rivals Are Coming for Its E-Commerce Business

The platform turned viral content into a major revenue driver. With its future uncertain, platforms like Instagram, YouTube, and WhatNot are hoping to replicate TikTok’s blend of shopping and entertainment.
A phone screen with social media apps
None of the alternatives on the market offer the same integrated blend of social discovery and e-commerce as TikTok. (Shutterstock)

TikTok

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Further Reading

On TikTok Shop, Any Beauty Product Can Be a Viral Star

The platform’s freewheeling approach to e-commerce has opened the floodgates for established labels, grey-market sellers and influencers to entice beauty shoppers to buy. But with little oversight over fake product listings, brands must negotiate how much control they want to give over to the app.

Who Is the TikTok Shopper?

The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales seem to keep ticking up.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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