CULVER CITY, Calif. – TikTok Shop is counting on livestreams from major brands like Best Buy, Sephora, and Ulta Beauty to drive holiday sales and elevate the platform's stature in product discovery and purchase.
“This season, we expect LIVE Shopping to play an even bigger role in turning discovery into a shopping experience that consumers can spend time with and return to,” TikTok Shop said in statement announcing the three-week shopping promotion.
Last holiday season showed the scale of LIVE on TikTok Shop. During the 2025 four-day Black Friday and Cyber Monday weekend, TikTok Shop's sales surpassed $500 million, and sellers hosting livestreams saw 84% year-over-year sales growth across more than 760,000 sessions and 1.6 billion views, the company said.
Spend per livestream buyer is projected to increase 23% to $339.27, according to EMARKETER, which notes that TikTok's e-commerce arm continues to trail Meta’s Facebook Marketplace and Instagram in terms of social commerce sales.
“Three years after launching in the U.S., TikTok Shop is a destination where brands and shoppers come together, and create communities,” according to the company. “And there’s more to explore than ever: since 2024, TikTok Shop expanded selection across product categories by more than 1,200%, giving the nearly third of U.S. TikTok users that expect to buy a gift this Black Friday more choices than ever before.”
Since TikTok Shop launched in the U.S., in 2023, it has quickly become a major hub for beauty. In that span, the platform’s beauty and personal care category has accounted for $2 billion in sales, outperforming women’s apparel by more than $500 million, according to Circana data for the first half of 2026.
Live shopping sales on TikTok Shop in the United States more than doubled in the first half of 2026 compared to a year earlier, according to TikTok Shop.
