I watched a YouTube video the other day.
In it, the creator showed off a set of four matte brown, heated food-serving trays she bought to host a party. She raved about how user-friendly they were — how convenient they made serving large groups of people.
Do I have any hosting plans in the near future? No. But she sold me. I wondered where she got them from.
“I actually bought them from TikTok Shop. They were pretty cheap, too.”
TikTok Shop? I thought you bought face masks and tube tops from TikTok Shop. I had no clue you could supply yourself with kitchen appliances.
Upon further research, you can also furnish your apartment, replace your electronics and pimp out your car.
TikTok Shop launched on Sept. 12, 2023. Capitalizing on the god-like powers of your favorite relatable influencer, the app’s new feature allows consumers to make in-app purchases. All you have to do is click the link in bio, and you’re transported to the Shop tab.
Popular brands opened their own virtual storefronts within TikTok Shop. Gap, Samsung, Victoria’s Secret, JBL and Pacsun are all capitalizing on TikTok’s reach and influence.
Consumers do their shopping while scrolling, creators earn commissions and TikTok traffic is up. Everyone wins.
Needless to say, it’s no longer just a social media platform. Already monopolizing our attention, TikTok now seeks to monopolize internet commerce. In 2024, TikTok Shops worldwide generated $33 billion in sales. Let that number sink in.
$33 billion. I clicked the headline, verified the link and sat back in my chair, dumbfounded.
$33 billion of slime, steering wheel covers, hot-pink digital cameras. Tortoiseshell glasses, heatless curlers, reusable yard waste bags.
Workout sets, skin serums, vitamin gummies, LED masks and heated food-serving trays.
With countless subcategories, TikTok Shop sells literally everything.
Amazon had over $600 billion in sales worldwide in 2024. While that number may seem worlds away from $33 billion, remember that TikTok Shop amassed that revenue in a year. It took Amazon five years to hit the billion-dollar mark.
Since 2024, TikTok Shop has grown its U.S. sales by 108%.
Social commerce refers to revenue generated by the purchase of products directly within social media platforms. Of all e-commerce sales in 2025, social commerce made up almost 18%.
By putting product discovery, marketing and checkout all in the same place, TikTok is one of many social networking apps capitalizing on the impulsivity of the average American overconsumer.
In 2026, TikTok Shop is projected to generate $23.41 billion in sales in the U.S. alone.
When the morally sound creators of TikTok realized they could get 1.6 billion people to stay in one place for an hour every day, they realized they weren’t using their power to its full potential.
If you can capture the attention of the modern American consumer, use it. Hold it tight and don’t let go. Shove a targeted ad down their throat and convince them mouth tape will solve all of their problems.
And yes, the average user spends one hour on TikTok daily. But I know most of you are probably clocking in much higher than that.
TikTok cracked the code with short-form content. Other apps followed suit — Instagram reels, Facebook reels, YouTube shorts and, most recently, Spotify with “clips.” Users can now browse artists, songs and podcasts, because discovering new music yourself takes too much work.
By combining two really, really addictive things, TikTok created an inescapable loop of influence. They hook you with scrolling and keep you with shopping. The 10-step skin care routine? A trend started on TikTok, perpetuating overconsumption and convincing millions of women that they can go to sleep ugly and wake up beautiful. All you need is a few select products, which just happen to be available in the TikTok Shop.
TikTok always has ulterior motives. It is never just entertainment. It is always bad for you. TikTok Shop is just the app’s newest ploy to control and monitor every aspect of your life.
The more you watch, the more you buy, the more they know. They predict what you need and push products they know you want. It’s not enough to know what jewelry you like. TikTok wants to sell you reusable yard waste bags. They want to be in every room of the house. They want to become a one-stop shop for everything you might ever need.
Power drill? Got it. Boxing gloves? Have it. Twenty-inch synthetic clip-in hair extensions? We have black, blonde, brown, pink, blue and red.
Because if TikTok Shop has everything you need, you’ll never have to leave.
As I scrolled through the 15 different subcategories within TikTok Shop, messages bombarded me with “Claim free gift!” and “Get 40% off!” While I’m used to obnoxious pop-ups, the ads followed me even when I left the Shop tab and moved to the For You Page. I blinked and subscribed to promotional texts.
I mourn the days of Musical.ly. Video creation was just purely that — self-expression and connection. But damn. Capitalism really knows how to ruin a good thing. When I open TikTok now, I feel like every creator, company and brand is trying to buy up the ad space in my brain.
I’m tempted. Do I need a hot pink mini digital camera?
I closed the app. Twenty more seconds — it would’ve got me.
Claire Thatcher is a freshman at UT this year studying journalism and media. She can be reached at [email protected].
Columns and letters of The Daily Beacon are the views of the individual and do not necessarily reflect the views of the Beacon or the Beacon’s editorial staff.
