A native commerce feature within TikTok that lets brands and creators sell products directly through the TikTok app via product listings, live streams, and shoppable videos.
TikTok Shop launched in the US in 2023 and grew rapidly to become a significant D2C revenue channel by 2025-2026. The affiliate program allows creators to earn commission on sales they drive, creating a performance-based influencer channel with no upfront cost. D2C brands in beauty, fashion, home, and health have seen 20-30% of revenue come from TikTok Shop with a well-run affiliate and content strategy.
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