3 weeks ago
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On Thursday, Glossy and beauty innovation and manufacturing company Atelier hosted a Beauty Leaders Dinner in Los Angeles, attended by an esteemed group of beauty industry experts, founders and executives. The night included candid conversations about the trends, tools, platforms and shakeups happening in the industry.
One interesting takeaway was how brands are growing and scaling their storefronts on TikTok Shop. Launched in September 2023, the e-commerce leg of TikTok is a burgeoning sales opportunity for brands across both the mass and prestige categories. The platform has over 120.5 million daily active users in the U.S. alone. According to data from Shopify, by the end of 2024, TikTok is expected to have at least 35.8 million social commerce users who will spend $144.5 billion by 2027, up from $67 billion in 2023.
Despite the sales opportunity, many dinner attendees expressed the challenges involved with operating and staffing the team needed to gain traction on TikTok Shop. Many said it requires a multi-faceted team that can simultaneously handle affiliate, marketing, sales, influencer and social duties. “Everyone kind of owns it. … It touches every department,” one attendee said.
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English (US) ·