2024 was a defining year for TikTok Shop, TikTok’s global e-commerce unit.
It had to balance continued growth in its early winner markets in Southeast Asia with breaking through in the West, all while navigating a complex regulatory battle in the United States.
A constant flurry of rumours, news, market launch changes, and publications of differing data points made it challenging to assess TikTok Shop’s true performance throughout the year.