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Who Is the TikTok Shopper?

The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales keep ticking up.
TikTok is facing new pressures.
The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales seem to keep ticking up. (Shutterstock)
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BoF PROFESSIONAL

When selling on TikTok Shop, Puneet Nanda, the founder of GuruNanda, the brand behind the platform’s best-selling product — a $15 oral pulling oil, which touts debated health benefits like healthier gums and whiter teeth — has a very specific person in mind.

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Further Reading

Is the TikTok Fashion Boom Already Over?

The ByteDance-owned app has big ambitions to be an e-commerce player in league with Amazon with influence in fashion on par with Instagram. Now it’s facing new threats — both from outside and within.

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.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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