TikTok Shop expands into luxury resale via livestreaming

TikTok Shop is experiencing significant growth in the luxury resale market, with 94% of its luxury resale revenue driven by livestreaming. These broadcasts allow sellers to demonstrate product authenticity and condition in real-time, building the trust necessary for high-value transactions that often reach hundreds or thousands of dollars.

In the United States, TikTok Shop's sales are projected to reach $23.41 billion by 2026, a 48% year-over-year increase that could see it outpace major retailers such as Target, Costco, and Best Buy. While the platform saw explosive growth of 407% in 2024, the rate is normalizing as the market matures.

Despite this scale, challenges remain regarding unit economics and conversion. Data indicates that over half of the platform’s 803,500 registered U.S. stores recorded zero sales in 2025. However, specific sectors are thriving; for instance, U.S. beauty sales on the platform reached $980 million in the second quarter of 2026, an 82% increase year-over-year.