Retail Matters Podcast: From Viral to Vanished: Rethinking Retail in a Post TikTok Era

Andrew Burnstine

Retail Matters Podcast: From Viral to Vanished: Rethinking Retail in a Post TikTok Era

Andrew Burnstine (Host)

Research output: Non-textual form › Digital or Visual Products

Abstract

Given how major brands like PacSun, Ralph Lauren and Nike use TikTok to connect with consumers, and how influencers tempt shoppers with hauls, freebies and new products, there’s a lot at stake for the fashion industry. Never mind the amount of goods that are sold via the TikTok Shop.

A ban could also greatly impact its growing marketplace, including TikTok Shop, according to Darpan Seth, chief executive officer of Nextuple. Despite the uncertainty, the platform has demonstrated strong momentum in e-commerce, with TikTok Shop generating an estimated $1.5 billion in U.S. sales by late 2024. He also noted that TikTok’s demographics are extending beyond Gen Z to Millennials and Gen X, “which could drive further marketplace growth.” Seth said TikTok Shop could potentially dominate global digital commerce with its $25 billion projection.

Original language	American English
Publisher	The Newscasters' Studio
Media of output	Online
Size	00:21:36
State	Published - Jan 12 2025

Access to Document

https://thenewscasters.com/podcast/from-viral-to-vanished-rethinking-retail-in-a-post-tiktok-era/

Cite this

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AB - Given how major brands like PacSun, Ralph Lauren and Nike use TikTok to connect with consumers, and how influencers tempt shoppers with hauls, freebies and new products, there’s a lot at stake for the fashion industry. Never mind the amount of goods that are sold via the TikTok Shop. A ban could also greatly impact its growing marketplace, including TikTok Shop, according to Darpan Seth, chief executive officer of Nextuple. Despite the uncertainty, the platform has demonstrated strong momentum in e-commerce, with TikTok Shop generating an estimated $1.5 billion in U.S. sales by late 2024. He also noted that TikTok’s demographics are extending beyond Gen Z to Millennials and Gen X, “which could drive further marketplace growth.” Seth said TikTok Shop could potentially dominate global digital commerce with its $25 billion projection.

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