2024: The year social commerce awakened.

2025: The year live shopping takes off?

TikTok Shop has been very clear about its ambitions for 2025: this will be the year live shopping thrives. And with all the numbers pointing in that direction, it feels inevitable.

That’s why I’ve made the executive decision—with myself 😅—to dedicate more of this newsletter to the broader scope of social commerce and live shopping, beyond TikTok Shop.

But I’m curious—what are your ambitions for 2025? Hit reply and let me know; I’ll always respond. 😊

One last thing: I’m introducing a temporary section to keep you updated on the TikTok ban status until we have more clarity on TikTok’s future in the U.S.

Let’s make 2025 the year of live shopping!

Actually, let’s make 2025 the year we all succeed as an ecosystem. 🚀

Reading time: 4 mins

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Hot Tok News

🚨 Status on the TikTok ban 🚨

President-elect Donald J. Trump has requested the Supreme Court to block the upcoming TikTok ban, scheduled for January 19—the day before his inauguration. The Supreme Court is set to hear an appeal on January 10, and many experts predict TikTok will remain in the U.S., with or without new ownership.

As a reminder, the ban stems from President Biden’s April 2024 Protecting Americans from Foreign Adversary Controlled Applications Act, which requires TikTok’s parent company to sell the platform by January 19, 2025.

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How U.S. brands can join the live commerce gold rush​
Live shopping is rewriting the rules of retail, but how can U.S. brands successfully enter this fast-growing space? This article dives into strategies for making live commerce work.
​https://www.adweek.com/commerce/us-brands-social-media-live-shopping/​

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The case for and against live shopping in the U.S.​
Live shopping in the U.S. is inevitable, but can the Chinese model be replicated here? This article explores the advantages and challenges for retailers entering the space. Let's get some perspective here!
​https://www.modernretail.co/technology/the-case-for-and-against-live-shopping-in-the-u-s/​

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In-house production studios will be a major trend for retailers in 2025​
Retailers are increasingly building in-house production studios and relying on media content to engage shoppers. Could this trend redefine e-commerce in the U.S.?
​https://www.businessinsider.com/the-biggest-retail-trends-in-2025-2024-12#retailers-will-rely-more-on-media-and-entertainment-content-including-in-house-production-studios-4​

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Would you buy a Kia car on TikTok Shop?​
Kia is testing new territory by allowing users to configure and reserve cars through TikTok, and it's not difficult to extrapolate the idea to selling cars on TikTok Shop. Could TikTok transform car buying the same way it has for fashion and beauty?
​https://carbuzz.com/kia-tiktok-configurator-is-bigger-deal-than-you-think​

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Marathon livestreams are raking in big money​
With TikTok company’s support, influencers are hosting 12-hour shopping livestreams, driving massive engagement and sales. These marathon sessions are proving to be lucrative for creators and brands alike. Examples in the article.
​https://www.telegraphherald.com/news/business/article_d61eb42c-a658-593a-98a2-a81bd9acbeeb.html​

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K-Beauty’s second wave takes off​
Ten years after its first boom, K-Beauty is again reaching critical mass in the U.S. market. What’s driving this renewed success, and how can brands leverage the momentum?
​https://www.glossy.co/pop/__trashed/​

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TikTok Shop analytics: A new free tool enters the market​
Tikstar, a newcomer in the TikTok Shop analytics space, offers free tools for growth and shop success. Is this the game-changer small sellers have been waiting for?
​https://hackernoon.com/tikstar-free-tiktok-analytics-tool-for-growth-and-shop-success​

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Personal shoppers thrive on TikTok Live​
TikTok Live is creating a new wave of personal shoppers, who curate products for audiences and send thousands of packages to viewers unable or unwilling to shop in person.
​https://www.nbcnews.com/tech/internet/tiktok-shop-live-gifts-personal-stream-buy-rcna184011​

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Tokonomics

Social media now drive purchase decisions​
A survey of 1,000 American consumers reveals that 77% prefer influencer-created content over scripted ads, and 86% turn to social media platforms for product research before buying. TikTok and Instagram lead the way, with 42% and 41% of respondents using them for research in 2024. YouTube is also gaining traction, climbing from 31% in 2023 to 38% in 2024. Meanwhile, traditional methods like asking friends and family have declined.
​https://www.digitalinformationworld.com/2024/12/social-media-research-dominates-buying.html​

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2024 was TikTok Shop’s beauty moment​
For those tracking the beauty category, TikTok Shop dominated in 2024. Key numbers from Glossy’s report:

• Beauty accounted for 35% of TikTok Shop's total sales in 2024, leading all other categories.
• TikTok Shop hosted over 100,000 beauty-related livestreams in 2024, driving millions in revenue for top brands.
• Gen Z made up 70% of TikTok Shop's beauty buyers, with skincare and makeup being the most popular subcategories.
  Want more insights into TikTok Shop’s beauty boom? Check out Glossy’s detailed roundup.

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​https://www.glossy.co/beauty/2024-was-tiktok-shops-beauty-moment/​

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But let's get a reality check here: in-store shopping still dwarfs online sales​
While TikTok Shop and other platforms made huge gains, in-store purchases remain dominant, especially at specialty retailers like Nordstrom, Ulta, and Sephora. Business of Fashion notes that foot traffic is expected to exceed pre-pandemic levels by 2025, reinforcing the enduring importance of physical retail for beauty and beyond.
​https://www.businessoffashion.com/articles/beauty/the-best-of-bof-2024-a-return-to-beauty-retail-at-stores-like-nordstrom-ulta-and-sephora/​

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Walk the Tok

Behind the scenes of Ferrara’s holiday candy salad kit​
I shared in a previous newsletter how Ferrara tapped into the candy salad trend. Now, AdAge takes us behind the scenes of this multi-million-dollar success. Ferrara's creative use of TikTok Shop turned a quirky trend into a holiday must-have—proving once again that TikTok trends can drive real revenue for brands.
​https://adage.com/article/digital-marketing-ad-tech-news/ferrara-launches-holiday-candy-salad-kits-tiktok-shop/2597271​

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Made by Mitchell’s multi-million-dollar TikTok Shop playbook​
Made by Mitchell has cracked the TikTok Shop code, turning it into a multi-million-dollar revenue stream. This article dives into the strategies behind their success—from leveraging live shopping to creating engaging product demos—and what other brands can learn from their approach.

​https://www.glossy.co/beauty/the-tiktok-shop-playbook-lessons-from-made-by-mitchells-multi-million-dollar-success/​

That’s a wrap for this first edition of the year!

Did you like it? I’d love to hear your thoughts—hit reply and let me know what you enjoyed or what you’d like to see more of in future editions.

2025 is going to be a massive year for TikTok Shop, live shopping, and social commerce, and I’m so excited to explore it with you.

Here’s to a year of growth, creativity, and success for all of us!

To the moon 🚀

Steph

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