Overview
- Launched in February 2025, the in‑app storefront embeds purchasing into short videos and live streams under a Discovery E‑Commerce model.
- From February to September, TikTok cites a 34x jump in gross merchandise value, 15x more products, and 23x more sellers and creators with sales in Mexico.
- Retailers report outsized gains tied to live streaming, including Waldo’s with 149% month‑over‑month growth and Wilson with up to 4,000% GMV growth.
- Creators are monetizing in‑app; Meif Espinosa says her TikTok Shop earnings now exceed her previous full‑time salary.
- The company says it will join El Buen Fin (Nov 13–17) and Black Friday (Nov 25–Dec 1) with promotions up to 30% and touts seller verification plus AI and human review.