If you’ve scrolled through TikTok recently, chances are you’ve seen an influencer hyping up a “must-have” product with an embedded link in their video. For those unfamiliar with TikTok Shop — which launched in September 2023, the online marketplace is similar to Temu and Amazon. Like Temu, it sells products for an insanely cheap price; like Amazon, it features well-known brands.
Such brands include SACHEU Beauty, which went viral after Billie Eilish used the company’s Peel Off Lip Liner Stay-N; CAKES body, which appeared on Shark Tank in 2023; and PacSun, a popular clothing company for teens.
Although these retailers have online and brick-and-mortar stores independent of TikTok, they are verified vendors on TikTok Shop and utilize the popular platform to further promote their products.
TikTok Shop seamlessly integrates shopping into the user experience. They can easily purchase products directly through embedded links in videos. While this makes shopping feel effortless, it also raises questions about transparency — especially when it comes to how creators promote products.
According to The Michigan Journal of Economics, TikTok creators make commission off of TikTok Shop by purchasing the product, making a promotional video and linking it at the end of the video. Sometimes, brands send free products just for creators in exchange for a video. To make commission from some kind of a TikTok, creators only need to be over 18 and have a minimum of 5,000 followers. Instead of a flat sponsorship fee, creators earn a cut of each sale made through their link, incentivizing them to support sponsored products.
In addition to creators posting videos about a product, many also livestream to advertise a product. During the livestream, they talk about the product, answer questions and offer limited-time flash sales, which can be helpful for customers who are weighing whether to purchase a product.
Because of this system, TikTok Shop blurs the line between authentic recommendations and marketing. I find that when I’m trying to look for a genuine review on TikTok, I sometimes get overwhelmed with irrelevant links and fake reviews.
Despite this, I still enjoy using the shopping platform because it usually provides a cheaper deal than the original retailer offers. I’ve bought everything from chairs to pimple patches, clothes and makeup — pretty much anything you can think of from the app.
After buying 18 products from TikTok Shop, I can confidently provide a guide to help one navigate TikTok Shop, spot the best deals and avoid falling for overhyped products.
First, always check the number of reviews before buying anything. If a product only has one or two reviews, skip it and find an alternative, because there’s no way to tell if it’s actually good or if those reviews are from the seller trying to influence others to buy their product.
When shopping from verified brands like PacSun, I double-check the company’s actual website to compare prices. TikTok often makes products seem cheaper by adding a hidden shipping fee that wouldn’t normally be paid. For non-verified brands, I let products accumulate in my cart over time before checking out since TikTok offers free shipping for orders over $35. However, it’s important to note that TikTok Shop takes slightly longer to ship compared to Amazon or (typically) the original retailer.
As for my personal recommendations, pimple patches have been a great find. I can find a 300 pack for less than $5, compared to Hero Cosmetics’s 12-pack pimple patches for $7. However, the TikTok Shop pimple patches are thicker than the ones you’d get at a drugstore, so I can only use them at night.
And while most TikTok Shop products can also be found on Amazon, TikTok’s advantage is that the reviews feel more authentic — people actually show the products in videos and talk about the pros and cons, making it easier to tell what’s worth buying.
While TikTok Shop has its downsides — aggressive advertising, unclear sponsorships and the occasional low-quality product — it remains a convenient and engaging shopping platform. The ability to see real people interact with products in videos makes it easier to gauge their quality compared to many traditional e-commerce sites.
As long as shoppers stay cautious by checking reviews, comparing prices and maintaining awareness of potential hidden fees, TikTok Shop can be a great place to find deals. The platform continues to be my go-to when I’m looking for affordable finds, viral products and real user reviews.
