TikTok Shop smashed expectations on Black Friday, bringing in over $100 million in sales in a single day—three times more than last year.  

This success could be part of TikTok’s push to make in-stream shopping mainstream and may have been inspired by Douyin, its Chinese counterpart, which has made in-stream sales a major revenue driver.

During the Black Friday and Cyber Monday weekend, TikTok saw a 165% increase in shoppers, with over 4 billion hashtag views. A third of purchases supported small and medium businesses, with popular categories like makeup, skincare, kitchen gadgets and fitness gear leading the way.

While TikTok’s Western in-stream sales still trail Douyin’s scale, the growing engagement and sales trends show massive potential. 

Brands should seize this opportunity to sharpen their sales strategies. Evidence shows that young consumers are becoming increasingly comfortable with in-app purchases, which could transform sales.