Dive Brief:
- TikTok Shop’s Deals for You Days will take place July 7 through July 19. During this period, deals will reach up to half off across all categories and brands.
- TikTok Shop is launching a live price match guaranteed program. TikTok will offer cash back to select Deals for You Days livestream participants if they find a lower price on another platform on featured products.
- The summer deals arrive as TikTok Shop has gained momentum as an e-commerce and live shopping platform. TikTok Shop U.S. sales more than doubled compared to the same period last year, the company said. Over three-quarters of users on TikTok Shop purchased from a livestream in the past year.
Dive Insight:
TikTok Shop is still the top live shopping site among consumers, compared to platforms like QVC and HSN. Most TikTok Shoppers, 83%, say they’ve discovered a new product on the platform and 70% have discovered a new brand, according to research by GlobalData and TikTok Shop.
As TikTok continues to dominate live shopping, it’s going all in on activations and expansions. So far this year TikTok Shop has entered Mexico, Brazil and Europe.
TikTok’s price match program follows in line with respondents from a recent Savings.com survey, who said that exclusive discounts would motivate shoppers to buy live.
TikTok Shop has hosted previous deals and brand days since launching in the U.S. in 2023. Cosmetics brand E.l.f Beauty hosted TikTok’s first Super Brand Day in 2024, hosting exclusive discounts from the brand on TikTok Shop. Brands like Crocs, PopMart and Makeup For Ever have followed suit.
QVC Group hosted its first iteration of a Super Brand Day early May as the company hones in on social shopping.
However, TikTok’s status in the U.S. still faces uncertainty as President Donald Trump continues to extend the ban deadline.