April 4, 2026
It’s no surprise that shopping platform TikTok Shop has become the most talked-about social media entity since, well, TikTok. Launched in September 2023, TikTok Shop now makes up over 18% of total US social commerce sales and grew to $15.8 billion in sales last year, according to market research firm eMarketer.
Brands across virtually all categories (from Crocs to Samsung) have jumped on the TikTok Shop bandwagon, though it seems partnering with influencers (commonly referred to as affiliates) could be the most lucrative avenue for businesses. Companies have leveraged QVC-style live videos to create original content on their own TikTok profiles (some creator videos will be labeled with the tag “creator earns commission”).
“TikTok Shop is one of the fastest-growing commerce channels today,” Alex Nisenzon, CEO of e-commerce analytics platform Charm.io, said in an email statement to Revenue Brew. “In just 24 months since launch, it achieved a scale that took Amazon 15 years to reach. The revenue opportunity is significant as top brands are generating upwards of $10 million on the platform every month.”
Revenue Brew spoke with two brands on how they’re using TikTok Shop as a key revenue driver.
Getting Rael
Feminine care brand Rael joined TikTok Shop in October and has already seen growth in sales and its customer base. According to the brand, TikTok Shop has grown Rael’s online business by 52%, and the brand is now the most-followed and fastest-growing feminine care brand on the platform.
Kenna Johnson, the brand’s VP of brand marketing, said Rael joined TikTok Shop to meet customers where they are and to tap into its community.
“The strategy has been shifting from more upper-funnel, awareness-driving media, which we were previously running, to more discovery commerce,” she said. “We see TikTok as a real-time focus group with our core demo: Gen Z and millennial women.”
In addition to reaching its core demographic, Rael’s TikTok Shop has also brought in Gen Alpha customers (those born between 2010 and 2024), thanks to the brand’s educational videos.
Rael is working with over 10,000 affiliates to create user-generated content (UGC) for both their personal TikTok accounts and Rael’s official channel. Johnson said these “creator assets” are outperforming Rael’s own content.
“Trying to scale it as much as possible has really been our key strategy,” Johnson said. “Activating our affiliate community has been our No. 1 priority for growing on TikTok Shop and expanding our reach and network with these amazing creators.”
Secondhand revenue
For secondhand luxury retailer Fashionphile, TikTok Shop offers a lucrative opportunity as it consolidates the discovery and purchase steps for the customer.
“It collapses the marketing funnel, so the moment of discovery and the moment of purchase now happen simultaneously,” said Lauren Leger, Fashionphile’s senior director of brand marketing. “Timing really matters in luxury resale when people are looking for specific items.”
Fashionphile joined TikTok Shop last fall and has also seen an immediate impact. The brand hasn’t started working with affiliates yet but has seen success with its own native content, including live shopping.
Leger explained that TikTok’s algorithm has helped Fashionphile expand its reach to new customers who are interested in secondhand luxury but aren’t yet familiar with the brand. She said the customers on TikTok Shop are the same, but “the way they’re shopping is much different.”
“There is a halo effect for our TikTok channel and social media at large. While we’re going live, our content is surfaced more often within the algorithm,” she said.
She added that while TikTok is vast, the platform offers a more personal connection to customers than others.
“It’s taking a platform that otherwise was one-to-many and making it more personal. People can comment and engage, making it true social commerce,” Leger said.