{"id":3692153,"date":"2026-04-29T11:56:30","date_gmt":"2026-04-29T15:56:30","guid":{"rendered":"https:\/\/www.pymnts.com\/?p=3692153"},"modified":"2026-04-29T11:56:30","modified_gmt":"2026-04-29T15:56:30","slug":"tiktok-shop-on-track-to-seize-10percent-of-retail-sales","status":"publish","type":"post","link":"https:\/\/www.pymnts.com\/news\/social-commerce\/2026\/tiktok-shop-on-track-to-seize-10percent-of-retail-sales\/","title":{"rendered":"TikTok Shop on Track to Seize 10% of Retail Sales"},"content":{"rendered":"<p style=\"font-weight: 400;\"><a href=\"https:\/\/shop.tiktok.com\/us\">TikTok Shop<\/a> could increase its share of overall retail sales from 1% today to 10% in 2028, The Wall Street Journal <a href=\"https:\/\/www.wsj.com\/business\/retail\/retailers-flock-to-tiktok-shop-to-find-new-shoppers-sales-growth-e869e9e3\">reported<\/a> Wednesday (April 29), citing data from <a href=\"https:\/\/www.linkedin.com\/in\/marshal-cohen\">Marshal Cohen<\/a>, chief retail adviser at market research firm <a href=\"https:\/\/www.circana.com\/\">Circana<\/a>.<\/p><div\r\n\tid=\"article-paywall-overlay\"\r\n\tclass=\"d-none\"\r\n>\r\n\t<div id=\"article-paywall-content\" class=\"my-4\">\r\n\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f2699550-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"2699550\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/wp-json\/wp\/v2\/posts\/3692153#wpcf7-f2699550-o1\" method=\"post\" class=\"wpcf7-form init pymnts-article-paywall-form\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"2699550\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f2699550-o1\" \/><input type=\"hidden\" 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col-md-6\">\n\t\t\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"lastName\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-control border-secondary\" id=\"lastName\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Last Name*\" value=\"\" type=\"text\" name=\"lastName\" \/><\/span>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12 col-md-6\">\n\t\t\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"YourTitle\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-control border-secondary\" id=\"inputTitle\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Title*\" value=\"\" type=\"text\" name=\"YourTitle\" \/><\/span>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12 col-md-6\">\n\t\t\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"YourCompany\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control 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completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/privacy-policy\/\">Privacy Policy<\/a> and <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/terms-conditions\/\">Terms and Conditions<\/a>.\n\t\t\t\t<\/p>\n\t\t\t\t<p><input id='hiddenPath' type='hidden' name='path' value='' \/><input type='hidden' name='userDeviceId' id='userDeviceId' \/><input type='hidden' name='pageTitle' id='pageTitle' \/>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div id='formButtonRow' class='container mt-1 px-0'>\n\t\t\t\t\t<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-dark text-uppercase py-2 px-5 small\" id=\"theSubmitButton\" type=\"submit\" value=\"Submit\" \/>\n\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><input type=\"hidden\" name=\"post_id\" value=\"3692153\" \/><input type=\"hidden\" name=\"source\" value=\"https:\/\/www.pymnts.com\/news\/social-commerce\/2026\/tiktok-shop-on-track-to-seize-10percent-of-retail-sales\/\" \/><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"46\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\r\n\t<\/div>\r\n<\/div>\r\n<div id=\"article-paywall-hidden-content\">\r\n\t\n<p style=\"font-weight: 400;\">\u201cThe consumer clearly has adopted TikTok as one of the few spaces of discovery and brand association,\u201d Cohen said, according to the report.<\/p>\n<p style=\"font-weight: 400;\">The WSJ also cited data from eCommerce data provider <a href=\"https:\/\/info.charm.io\/\">Charm.io<\/a> showing that TikTok Shop\u2019s U.S. sales nearly doubled year over year to reach $4.9 billion in the first quarter, and data from data provider <a href=\"https:\/\/www.consumeredge.com\/\">Consumer Edge<\/a> showing that consumer spending on the platform was up 46% year over year in the first three months of 2026.<\/p>\n<p style=\"font-weight: 400;\">This growth has drawn more retailers to the platform, according to the report.<\/p>\n<p style=\"font-weight: 400;\">Some of the latest retailers to open their own virtual stores on TikTok include <a href=\"https:\/\/www.ralphlauren.com\/\">Ralph Lauren<\/a>, <a href=\"https:\/\/ir.olaplex.com\/\">Olaplex Holdings<\/a>and <a href=\"https:\/\/www.ulta.com\/\">Ulta Beauty<\/a>. They joined early adopters of the platform such as <a href=\"https:\/\/www.crocs.com\/\">Crocs<\/a>, <a href=\"https:\/\/www.revolve.com\/\">Revolve Group<\/a> and <a href=\"https:\/\/www.loreal.com\/en\/\">L\u2019Or\u00e9al<\/a>, per the report.<\/p>\n<p style=\"font-weight: 400;\">TikTok Shop <a href=\"https:\/\/www.pymnts.com\/news\/social-commerce\/2023\/tiktok-shop-goes-live-in-the-u-s\/\">went live<\/a> in the U.S. in September 2023 after undergoing testing in the country since November 2022, PYMNTS reported at the time.<\/p><div id=\"pymnt-980715908\" class=\"pymnt-content pymnt-entity-placement\" style=\"margin-top: 50px;\"><p style=\"text-align:center\">Advertisement: Scroll to Continue<\/p><script async type=\"text\/javascript\" id=\"dianomi_context_script\" src=\"https:\/\/www.dianomi.com\/js\/contextfeed.js\"><\/script> \r\n<div class=\"dianomi_context\" data-dianomi-context-id=\"4329\"><\/div><\/div>\n<p style=\"font-weight: 400;\">The entire TikTok platform faced a threat in the U.S. beginning in April 2024 when then-President Joe Biden signed a law that would <a href=\"https:\/\/www.pymnts.com\/news\/regulation\/2024\/tiktok-ban-becomes-law-as-social-commerce-takes-off\/\">ban<\/a> the platform in the country unless it was sold by its China-based owner ByteDance within a year. Supporters of the move argued that the threat of a ban was necessary for national security concerns.<\/p>\n<p style=\"font-weight: 400;\">That issue was resolved in December 2025 when a new TikTok <a href=\"https:\/\/www.pymnts.com\/news\/social-commerce\/2025\/tiktok-says-new-joint-venture-will-enable-continued-us-operations\/\">U.S. joint venture<\/a> was formed to enable the app to continue operating in the country.<\/p>\n<p style=\"font-weight: 400;\">According to Wednesday\u2019s report from the WSJ, this transaction secured the platform\u2019s future in the U.S.<\/p>\n<p style=\"font-weight: 400;\">Charm.io said in a March <a href=\"https:\/\/blog.charm.io\/charm-in-the-press\/sales-from-major-brands-on-tiktok-shop-nearly-doubled-in-2025-drawing-ulta-and-sally-beauty\">press release<\/a> that the growth of TikTok Shop has been driven in part by the size and sophistication of the platform\u2019s creator network.<\/p>\n<p style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/pnommensen\">Patrick Nommensen<\/a>, head of strategic initiatives at TikTok Shop, told the company: \u201cThis has been a big driver of more and more big brands coming to the platform, because now there\u2019s this community of creators for them to be able to work with.\u201d<\/p>\n<p style=\"font-weight: 400;\">The <a href=\"https:\/\/www.pymnts.com\/pymnts-intelligence\/\">PYMNTS Intelligence<\/a> report \u201c<a href=\"https:\/\/www.pymnts.com\/study_posts\/influencers-may-not-be-so-influential-in-driving-purchases\/\">Generation Pulse: Just How Influential Are Influencers?<\/a>\u201d found that more than half of U.S. consumers buy something recommended by an <a href=\"https:\/\/www.pymnts.com\/news\/social-commerce\/2026\/95percent-shoppers-research-influencer-picks-before-buying\/\">influencer<\/a> at least once a year.<\/p>\n\r\n<\/div>\r\n<script>\r\n\twindow.pymntsAllowedArticleCount = 2;\r\n\twindow.pymntsPostID = 3692153;\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>TikTok Shop could increase its share of overall retail sales from 1% today to 10% in 2028, The Wall Street Journal reported Wednesday (April 29), citing data from Marshal Cohen, chief retail adviser at market research firm Circana. Get the Full Story Complete the form to unlock this article and enjoy unlimited free access to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1936787,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3733],"tags":[4152,9206,133069,9621,6003,46504,74386,5299],"class_list":["post-3692153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-commerce","tag-ecommerce","tag-news","tag-pymnts-news","tag-retail","tag-social-commerce-2","tag-tiktok","tag-tiktok-shop","tag-whats-hot"],"acf":{"suggested_titles":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TikTok Shop on Track to Seize 10% of Retail 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