Five years ago, if someone said “tik tok,” you’d probably think of the sound of a clock. But here we are, endlessly scrolling through videos of dancing pets, life hacks, and oddly satisfying cleaning routines. The world changes quickly, especially when it comes to technology. One day, we don’t even know something exists, and the next, it’s part of our daily routines.
These revolutions don’t announce themselves with a parade – they sneak in quietly. First, they face skepticism, and then boom, they’re undeniable. From encyclopedias to the internet. From mail to email. From DVDs to Netflix. From taxis to Ubers. From MySpace to Instagram. From Google to AI. We see these revolutions happen all the time – and now, another big one is ahead of us…
What is social commerce?
The way in which we shop has changed drastically time and time again over the last few decades. Fifteen years ago, we would spend our weekends wandering through malls or flipping through catalogs. Then, the internet took all of that online, allowing us to shop from the comfort of our own bed. Incredibly convenient, but imperfect. E-commerce, in the way we know it, lacks the social connection of in-person shopping. It takes away everything that made shopping a fun, social experience back in the day, and turns it into an algorithm that is optimized to make us buy as much as possible.
Let’s look at the numbers
The numbers don’t lie: social commerce is shaping the way we shop. Take TikTok as an example. The hashtag #TikTokMadeMeBuyIt has racked up over 77 billion views, proving that the platform is more than just a space for viral dances – it’s driving purchases. TikTok Shop is leading the charge, with massive growth of +270% in just one year, going from $4.4 billion GMV in 2023 to an estimated $16.3 billion in 2024. And it’s not just one-time buyers – over 80% of TikTok Shop customers come back for more.
And it’s mainstream. Nearly 11% of all households have made a purchase on TikTok Shop, and 12% of Amazon's massive customer base also buys through TikTok Shop. With users spending an average of 95 minutes a day on TikTok, the platform connects inspiration to action – 92% of users take some form of action after watching content, and 55% have made purchases directly because of what they’ve seen. With global social commerce projected to reach $6.2 trillion by 2029, social commerce is not just a new thing – it’s the next big thing, and it’s happening now.
A real world example: $1M+ in 24 hours
Made by Mitchell, a British beauty brand founded by Mitchell Halliday, recently generated over $1 million in revenue in just 24 hours on TikTok Shop. This happened during a 12-hour live streaming event held in Manchester, where Halliday showcased popular products like the Liquid Blursh and the Lash Lacquer Mascara. The event was engaging, with a product being sold every second, contributing to a total of $830,000 in sales during the live session alone.
Looking ahead
We’re in the midst of a revolution that’s reshaping how we shop, connect, and discover. Social commerce is already happening all around us. For now, you only notice it if you’re paying attention. But soon, it will be impossible to miss, becoming as natural a part of our lives as streaming our favorite shows or scrolling through our feeds. What feels new and weird today will soon be undeniable, and the way we shop will never be the same. Just watch.
