According to Business Insider, TikTok Shop ranked as the third fastest-growing brand in the United States this year based on Morning Consult’s latest report. The social shopping platform trailed only DoorDash and Fruit of the Loom but significantly outpaced digital competitors like ChatGPT (ranked ninth) and Coinbase (ranked eleventh). Morning Consult reached these conclusions by surveying tens of thousands of U.S. adults across the first and third quarters to measure shifts in purchase interest. The platform’s growth culminated in a massive $100 million in single-day U.S. sales during last year’s Black Friday event. Bobby Blanchard, the report’s author, emphasized that TikTok Shop now operates as a standalone brand rather than just a feature within the video app.
From intrusion to institution
Here’s the thing: social shopping has officially shed its novelty status. Remember when those shopping tags first popped up in your TikTok feed back in 2023? People complained it felt intrusive, like advertising had invaded their endless scroll. But now? Basically, users treat TikTok Shop as just another destination for cheap finds—the digital equivalent of browsing Shein, Temu, or scrolling through Amazon Haul videos. The platform managed to carve out space in a market absolutely dominated by Amazon, which is no small feat. Morning Consult’s data shows more consumers are actively using social media not just for browsing but for actual purchasing decisions. That behavioral shift is what propelled TikTok Shop into the top three.
The internal reality check
But there’s a fascinating disconnect happening behind the scenes. While American consumers are clearly embracing the platform, ByteDance—TikTok’s parent company—apparently isn’t thrilled. They’ve seen how massively successful social commerce is on Douyin, TikTok’s sister app in China. The U.S. performance, despite these growth numbers, hasn’t met internal expectations. And they’re navigating some serious headwinds too—tariff policies that keep shifting and a macroeconomic environment that’s anything but stable. So even as TikTok Shop becomes a cultural force here, the internal pressure is definitely on.
The real test is coming
Now we’re heading into what might be the platform’s biggest challenge yet: the 2025 holiday season. That’s when TikTok Shop will attempt to steal Black Friday and Cyber Monday spending directly from Amazon and Walmart. Last year’s $100 million single-day sales show they’ve got momentum, but can they actually chip away at retail’s biggest players? The entire e-commerce world will be watching to see if social shopping can convert casual scrolling into serious market share. This isn’t just about being a fast-growing brand anymore—it’s about proving they can compete when the stakes are highest.
