• by Colin Kirkland , October 17, 2023

Consumer intelligence firm NielsenIQ (NIQ) is now measuring sales across CPG categories on TikTok Shop, the social media platform's new ecommerce solution that allows brands to sell their goods through in-feed and live videos.

Data provided by NIQ will be available to the firm's clients on Rakuten and Omnisales platforms this month.

According to an NIQ spokesperson, the initiative aims to provide eligible brands and retailers with insights into their product performance on TikTok Shop, with metrics including sales volume, value and market share.

In addition, the firm feels that its new measurement of sales will help brands better understand consumer behavior on TikTok Shop, allowing them to enhance marketing campaigns and inform future product development.

After months of testing, TikTok Shop officially launched in the U.S. in September, with over 200,000 registered sellers and 100,000 content creators participating in an affiliate program that allows users who have 5,000 followers to create videos go straight to the platform's “For You” feed.

TikTok Shop has proven to be helpful for CPG brands, especially in the health and beauty sectors.

During the TikTok Shop soft launch, 84% of sales were health and beauty care products, according to NIQ.

The top beauty and personal care categories were facial skin care, cologne and perfume, lip cosmetics, body lotions and treatments, and deodorant.

In-feed video and live-stream video are highly useful assets in creator-made makeup tutorials and health-care testimonials, providing users with straightforward visual uses and personal reviews for specific products./p>

“TikTok Shop is a rapidly growing platform, and brands and retailers need to understand how their products are performing on it,” says John Busardo, senior vice president and beauty & OTC vertical lead at NIQ.