• by Colin Kirkland , October 11, 2024

As TikTok continues to garner interest around in-stream shopping among U.S. consumers, the social media company is launching a new fall promotion on its ecommerce platform that will offer discounts across thousands of products, highlighting brands like e.l.f., Pacsun, Dyson and more.

According to the ByteDance-owned company, “millions of items have been purchased from nearly half a million merchants and brands” over the past year in the app. Its new “Fall Deals For You” aims to boost buying habits as TikTok tries to grow its U.S. Shop business to $17.5 billion by the end of the year.

The promotion will include a multitude of shopping experiences, like a series of Live events, where users will be able to “score exclusive discounts” from popular brands in real time. On October 10, for example, cosmetics company Glamlite are launching a collection of product based on the famed “Halloween” movies, followed by trading card company Crossing TCG’s event featuring renowned DJ Steve Aoki.

In addition,, The Face Shop and Benefit Cosmetics will launch deals on products throughout the month of October, pushing flash sales up to 50% on select days.

TikTok Shop launched in the U.S. less than a year ago with over 200,000 registered sellers and 100,000 content creators participating in an affiliate program designed to use the blueprint of ByteDance's wildly successful China-based app Douyin to capture U.S. consumers’ attention and popularize livestream shopping.

As it tries to gain widespread adoption, TikTok Shop has begun to cut into ecommerce giants' overall ad revenue. According to Sensor Tower, TikTok represented 5% of Amazon ad spend in Q3 2024 vs. 4% the year prior.

The company's ecommerce effort has also sparked competition within the social media space, with every leading social platform, including YouTube, Pinterest, Snapchat, and Meta's family of apps, now building out their own social commerce initiatives, marking a new way for brands to sell as the holiday season looms closer.