Why Brands Should Go All In on TikTok Shop This Holiday Season Despite the Potential Ban
TikTok / TikTok Shop
The TikTok US ban has been a concern for years, but it feels more imminent now. Creators and brands are scrambling, redirecting followers to Instagram and YouTube, while also focusing on growing email lists.
For brands, the natural move might be to wait for more clarity after the January 19th deadline. But with the holiday season already underway, that might not be the best strategy, especially when it comes to TikTok Shop.
With the biggest shopping season of the year here, brands should continue pushing forward, despite the potential ban. Here’s why:
Why TikTok Shop is Essential This Holiday Season
TikTok / TikTok Shop
The holiday shopping surge is in full swing, and brands are working hard to maximize their budgets and capitalize on increased consumer spending. To do that, it's crucial to be where the action is—and that’s increasingly looking like TikTok Shop. Half of active users say they’ve already made a TikTok Shop purchase.
This past Black Friday and Cyber Monday, TikTok saw a 165% year-over-year increase in shoppers. On Black Friday alone, TikTok Shop generated over $100 million in sales—three times more than last year. TikTok is expected to see even stronger performance for Christmas.
Given these results, TikTok Shop should be a key part of any brand’s holiday strategy.
TikTok Shop’s Role in the Evolution of Shopping
TikTok Shop is at the forefront of how people shop today: through creators and authentic content. Creators are now the driving forces behind product discovery, and TikTok has made it easy for users with as few as 1,000 followers to join TikTok Shop and earn revenue.
With shoppable videos, live shopping, and other features, TikTok has seamlessly integrated shopping into the app, allowing users to shop while engaging with the content they love.
One of the biggest challenges brands face during the holidays is standing out amidst the noise of advertising. TikTok’s highly personalized algorithm and its focus on TikTok Shop videos give brands a competitive edge over other commerce platforms.
With TikTok rewarding users who get friends to sign up to TikTok with Shop credits, these in-app promotions likely drive increased activity across the platform. Brands can also tap into the impulse-buying nature of TikTok Shop by offering discounts and limited-time offers.
Will TikTok Actually Be Banned?
It’s hard to say what will happen. However, the biggest regret for brands would be not acting now, only to find TikTok still here on January 19th—and missing out on the massive opportunity to drive sales. The risk of missing out is greater than waiting to see what happens with the ban. Even if TikTok is banned, it’s unlikely to be permanent.
One thing is certain: platforms are constantly evolving. Algorithm updates, regulatory changes, and shifts in platform popularity are all part of the landscape. While it’s important to focus on long-term strategies, the social media landscape requires brands to strike while the iron is hot, while also preparing for the future.
Getting Started with TikTok Shop
Superfiliate
If you want to jump on TikTok Shop this holiday season or ramp up your current efforts, you’ll likely need some support—whether that’s the right technology, services, or both. That’s where my friends at Superfiliate come in. They have expertise in both, supporting brands like Clearstem that are heavily investing in TikTok Shop.
As one of the first beta partners of TikTok Shop, Superfiliate offers a platform integration that allows brands to connect their TikTok Shop and manage all aspects—from discovery and communication to performance tracking—in one place.
TikTok Shop is a numbers game. Working with creators at scale is essential—not just for finding the right influencers but also for driving sales. With features like Autopilot, you can easily create targeted creator lists and invite them to collaborate on your TikTok Shop campaigns. Autopilot automatically sends daily invites to creators who match your criteria, saving you time and effort.
What’s social commerce without data? From views, likes, and comments to units sold, orders, and AOV (average order value), tracking performance is critical. Superfiliate’s dashboard gives you the insights you need to spot trends, optimize your strategy, and boost sales.
Learn more about Superfiliate and get started with TikTok Shop here. Tell them I sent you, and enjoy your first month free!
Also, don’t miss their new TikTok Shop mini-guide, packed with tips for building a social commerce strategy. It’s the latest addition to their Influencer Marketing Field Guide—a free resource for influencer marketers. Plus, you'll find a few videos from me included.
