TikTok Shop fuels new innovation channel for food and beverage brands

TikTok’s in‑app shopping feature, TikTok Shop, is emerging as a major growth platform for food and beverage companies. Sales in the food category have more than doubled year over year, and total transaction volume rose nearly 80% in 2025, with enterprise brand sales up 97%.

Large consumer‑packaged‑goods firms such as PepsiCo, Mars and Hershey are increasing their presence on the platform, using it not only to sell products but also to inform product‑development decisions and launch exclusive innovations. In the United States alone, TikTok recorded over 103 billion searches with purchase intent, indicating a strong consumer appetite for “discovery commerce.”

Amanda Parker, TikTok Shop’s head of food, said the service combines visual content with a direct purchase path, shortening the consumer journey and giving emerging brands a retail‑free route to market. Visually compelling items—packaging, textures, usage moments—tend to perform best, as the platform’s algorithm promotes products that generate engaging video content.