The impulse buy has a new home, and it lives between dance videos. Since TikTok Shop’s 2023 US launch, it has grown into a $4.9B-per-quarter retail force — nearly doubling from last year. The e-commerce add-on lets users browse, research, and buy without leaving the social app, and now everyone wants a piece of your scroll.

• With live shopping rival QVC filing for bankruptcy, analysts project TikTok Shop to grow from 1% to 10% of total retail sales by 2028 — fueled by a network of creator affiliates.
• Ralph LaurenRL
  , OlaplexOLPX
  , and UltaULTA
  recently launched storefronts — joining early adopters like CrocsCROX
  , which earned $52.4M from the platform in the past year.

The catch, though: Unlike traditional storefronts, experts worry that the platform’s bargain-hunting culture may require heavy promotional discounting, eating into retailer margins. That’s the opening MetaMETA

is targeting. The tech giant is building an AI shopping tool inside Instagram that lets users tap products in Reels, research them, and buy — without leaving the app either. With launch targeted before Q4 and AI capex climbing to $145B, the scroll-to-checkout wars have officially begun.