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Tiktok Continues Shopping Push With Two More Ongoing Campaigns

TikTok is intensifying its efforts to grow in-app commerce with the announcement of two upcoming shopping events aimed at boosting user purchases and supporting small businesses. The first campaign, “Shop Locally Made,” will spotlight small American businesses with strong regional roots, beginning with a focus on Seattle’s iconic Pike Place Fish Market. This initiative coincides with TikTok’s recent expansion into food products available directly within the app.

The move into grocery and specialty food sales follows TikTok’s model in China, where its counterpart Douyin already offers food ordering and delivery through its platform. TikTok aims to replicate this strategy in the U.S., using localized food campaigns to engage users and stimulate in-app purchasing. The Pike Place Fish Market’s presence marks the platform’s first seafood seller, aiming to bring the market’s unique culture and energy into TikTok’s shopping ecosystem.

Following this localized push, TikTok will run a 13-day “Deals for You Days” sales event from July 7 to 19. This promotion will feature discounts on well-known brands like Fenty Beauty, Crocs, and Philips, with added incentives such as the ability to use Venmo for additional savings. Complementing the sale, TikTok is introducing a “LIVE Price Match Guaranteed” program. This initiative will offer viewers cashback if they find lower prices on select products outside TikTok during live shopping streams, reinforcing the platform’s growing focus on live commerce.

As our recent coverage of Tiktok suggests, the platform is heavy pushing for eCommerce within its western audiences, with these new campaigns coming fairly shortly after updates like auction features, dedicated seller badges, support for small business owners and direct investments in their own shop system. While TikTok’s U.S. in-app shopping has not yet reached the massive scale of Douyin—which generated nearly $490 billion in sales last year—the company reports significant growth. TikTok Shop sales in the U.S. rose 120% year-over-year, and live shopping hours have surpassed eight million.

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