TikTok Shop is outperforming Shein and Sephora among US shoppers online
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- TikTok Shop is now a more popular online retailer than Shein and Sephora among Americans.
- TikTok Shop first launched in September 2023.
- A new consumer trends report found that 45% of surveyed Americans have bought something on TikTok.
TikTok Shop has surpassed retail giants Shein and Sephora in the online battle for US shoppers.
A 2025 consumer trends report by Coefficient Capital and The New Consumer's Dan Frommer analyzed how Americans' spending habits could affect certain brands. The research included 11 surveys of over 3,000 US consumers. The company conducted its most recent survey this month.
TikTok Shop launched in September 2023, making it a relatively new online retailer compared to its peers. However, the consumer trends report said 80% of surveyed Americans who use TikTok at least once a month are aware of TikTok Shop, signaling the retailer's growing reach.
That reach has helped TikTok overtake retailers like Sephora, Shein, and Qurate in US consumer spending for the third financial quarter, according to the trends report.
Sephora and Shein are two popular online retailers in the United States, especially with younger generations like Gen Alpha. Qurate Retail Group owns and operates six retail brands, including QVC. The company sells items online through its brands.
Sephora helped its parent company, LVMH, achieve record-breaking sales in 2023, reaching $10 billion in revenue across North America. Shein made $2 billion in profits that year. Although Qurate's third-quarter earnings report said revenue decreased by 5%, it generated $152 million in operating income.
A March Financial Times report cited three sources who said TikTok had reached $16 billion in sales in the United States. It's unclear how much the TikTok Shop has made since its 2023 launch, but the company said in its 2024 economic report that the app drove $15 billion in revenue for small businesses in the United States.
The consumer trends report said 45% of surveyed Americans purchased "fashion, clothing, and accessories" from TikTok Shop. Beauty and personal care items came second at 44%. Surveyed TikTok users also indicated purchasing electronics, home goods, food, toys, books, and more from the online shop.
TikTok has led the growth of social media shopping apps in the United States in recent years. TikTok's Chinese parent company, ByteDance, likely wants to replicate the success of its sister app in China, Douyin, which drives hundreds of billions in sales annually, often through influencer livestreams.
Despite its rising popularity with content creators and shoppers alike, TikTok faces a potential federal ban in the United States next month.
In April, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act. The law gives ByteDance until January 19 to divest from TikTok or face a ban in the United States. On December 6, a federal appeals court upheld the ban as constitutional.
Lawmakers worry that the Chinese government could compel the app's Chinese ownership to manipulate content for propaganda or leverage the personal data of millions of Americans.
Ahead of the potential ban, TikTok launched a "limited-time offer " promotion this week, allowing users to earn $50 in TikTok Shop credits to recruit a new user. Users can earn up to $350 in shop credits in total.
Representatives for TikTok, Shein, Sephora, and Qurate did not respond to a request for comment from Business Insider.