Thursday, December 1 2022

There will be approx. 94 million users on TikTok by the end of the year. As the platform moves into US commerce, our Reimagining Retail podcast team weighed in on the communities that have the most impact.

1. Beauty. The hashtag, which has 107.8 billion views and counts, is one of the biggest product categories on TikTok, in part due to how TikTok brings the combination of entertainment and discovery to users in this category.

Beauty is a key part of TikTok’s business development. The platform partnered with Shopify to launch TikTok Shopping last year with Kylie Cosmetics as its first brand. Retail giant Walmart has also gotten into the TikTok beauty game with its first live event dedicated to the category.

2. RecipeTok. The hashtag, where users go to share recipes, meals and cooking tips, has 182 million views. Last year, TikTok announced that it would launch shadow kitchens that would allow restaurants to add famous TikTok recipes to their menus, but that doesn’t seem to have happened yet.

TikTok has also partnered with Instacart to give its creators the ability to add shoppable recipes to their videos.

3. Thrift Tok. “If Gen Z is passionate about something, there will be a TikTok community for it,” our analyst Sky Canaves said. Second-hand fashion is big with Gen Z, who like to score big on trendy fashion pieces from the 90s or 2000s.

Some popular ThriftTok designers have even opened physical stores, which offer a very curated selection that reflects the designer’s style.

4.BookTok. “BookTok has become so big it’s been credited with boosting print book sales,” said our analyst Jasmine Enberg. With over 66 billion views, the hashtag features TikTok users, creators and celebrities talking about the books they read.

To capitalize on the impact of BookTokTikTok has launched a #BookTokChallenge (114.6 million views) and a TikTok Book Club, where the first book will be Jane Austen’s “Persuasion”, perfectly timed to coincide with the new Netflix adaptation.

This was originally featured in the Retail By the Numbers newsletter. For more retail news, stats and trends, subscribe here.


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