Hola Sugarcups,
Tik Tok Shop, the world’s biggest runway – and it has no idea if the clothing is worthy.
There’s a complicated kind of love/hate relationship I have with Tik Tok Shop (I’ll let you decide which one is which). As a seller, I have to be serious about it, and it is very serious. US social commerce has already hit $100 billion this year. Tik Tok Shop alone will hit $23.4 billion in sales in 2026. There will be a 48% jump in annual sales and by the end of 2026 half of social media shoppers will have bought from Tik Tok. Women account for 70-75% of the shopping on the platform. These are no longer stats that make me sit up and say ‘wow’ (although they are that too) – they are now stats that show how our economy is evolving.
Just a week ago, I watched a content creator unbox 17 separate items of clothing with well deserved awe. Everything here was brought over by an anonymous brand in a binbag, using fabrics I probably wouldn’t be able to identify at my absolute best and would be in my local charity shop within three months. So, is Tik Tok Shop democratizing fashion, or hastening micro trends that turn poisonous? Let’s check the facts.
What Tik Tok Shop Actually Does Correctly
First of all, there’s a misconception in certain sections of the fashion industry that Tik Tok Shop is the bane of existence. That’s not the case.
It has truly democratized discovery. Smaller brands with great products and stories to tell, now have a chance to be seen on Tik Tok Shop. Independent designers in London, in the past, would require a PR budget and contacts to be able to get in front of an audience. I’ve seen some incredible little brands really resonate with an audience through authenticity and great products. That’s a good thing!
Aesthetic over brand is a good change. By far the biggest, most influential change from Tik Tok is the fact that consumers are moving away from logo based shopping. They are no longer loyal to brand brands, but to aesthetics. They’re buying something first and foremost on its aesthetic. And if they’re buying it on aesthetics of real quality or intention in the design, great.
It’s democratized fashion. The ‘Get Ready With Me’ videos, styling, and everyday lack of snobbery makes fashion approachable. Thanks to Tik Tok Shop, a huge number of people discovered that fashion is for them.
Why It Can Be Problematic
However…
Fast fashion. The categories that are succeeding best on Tik Tok shop are ones that can be shot fast, easily styled and have identifiable value in 60 seconds. Which implies we’re getting products rapidly and cheaply. The same fast-fashion issues will cause environmental disaster. Tik Tok is now moving ultra quick with trends. Micro trends are going to arrive and bring thousands of orders for fast, cheap manufacturers. Only they’re not even going to be worn twice.
Aesthetic over brand. It is great to see consumers buying aesthetics but this is easy to capture using AI and an influencer product strategy. Not all aesthetic communities on Tik Tok are authentic but it is easier than you think to distinguish between authentic and disingenuine communities for younger consumers in particular. This results in a lost trust.
Sustainability issues. I love consumers, traditional mainstream influencers, and online creators who genuinely care about sustainable fashion but Tik Tok Shop does not encourage less consumption. The affiliate links, commission, and haul format will only increase consumption. ESPR rules in the EU are trying to keep brands in check but Tik Tok Shop is going the other way.
What Top Brands Are Doing On Tik Tok Shop
You shouldn’t go out in 2026 and tell every brand founder that Tik Tok Shop is rubbish. But brands who impress me in Tik Tok Shop do this.
They don’t compete on price or speed. They compete on story. The story. Real story. Story on the way. Values. It’s a story on Tik Tok. Because it’s short doesn’t mean that it isn’t deep. Crafting a given fabric on a handloom, or a design choice for a seam in a minute generates a strong, tangible story that will convert on Tik Tok.
They are discovering you on Tik Tok. The more clever brands using Tik Tok Shop are using it at the top of their funnel. Someone sees you, they like the look of your aesthetic and they become interested. They will then head onto your owned channels. This could be email list, their own website etc. Tik Tok don’t own your customers, but they can help you discover them.
Totally authentic. This is part of everything I’ve written about Tactile Rebellion and ESPR. Brands that show you fabric, drape, wear, care instructions and make it authentic are building trust. The first is showing the country of origin – not the best shot of the product.
The Truth
Is Tik Tok Shop causing us to purchase better or worse?
Both! It’s about what brands and creators are doing to get the most out of Tik Tok. It’s not going anywhere and neither is the £23billion. Use Tik Tok right. How much does it cost your brand to be authentic? How much does it cost your customers? I want brands who are building real relationships on this platform in 10 years time. Brands who are helping to broaden peoples view of what fashion can be. There are brands out there doing this. I work with a few. The gap between them and the micro trend factories is big and getting smaller. The consumers are younger, smarter and more pissed off about greenwashers than any generation before.
Buy the authentic brands. They’re winning, bit by bit, at the same time.
Jasmin x
P.S. The Emily in Paris marketing piece I wrote earlier this season touches on some of the same platform-and-fashion questions, it’s a good companion read to this one.
