TikTok has published a new series of videos that showcase how brands are making best use of the app for shopping promotions and tapping into the platform as a product discovery and purchase vehicle.
Called “Road to Black Friday,” the video series examined how three businesses have used TikTok’s shopping tools to maximize sales.
@sellwithtiktokshop_us Three brands. Three growth stories. One road to Black Friday. 🛍️ See how @Dossier Perfume , @Princess Polly , and @SharkNinja are using content, creators, and LIVE to turn discovery into growth on TikTok Shop. Sellers, BFCM preparation starts now—visit link in our bio to check your eligibility and start registering your products and content. #tiktokshopblackfriday #acebfcm ♬ original sound - sellwithtiktokshop_us
The companies shared some of the secrets to their TikTok success, including the use of creator partnerships and TikTok Live to boost exposure and connection.
That said, some of the specifics were large-scale.
- Fashion retailer Princess Polly worked with hundreds of creators each month, and participated in about 6,000 TikTok Shop creator videos in a single month.
- Fragrance brand Dossier “works with thousands of creators, has more than 80,000 videos in market, and samples products to approximately 1,000 to 5,000 creators each month,” TikTok said.
- Appliance maker SharkNinja uses TikTok live to answer shopper questions, gather feedback and refine content performance.
So the best approach could be high-volume approaches, which amplify brand exposure.
Which is also a lot of investment, but TikTok’s data shows that the expenditure could be worth it.
TikTok reported that in September 2026, #holidayshopping content increased 263% month over month. TikTok Shop listings also appeared in more than 100 billion U.S. searches with e-commerce intent in 2025, while during the Black Friday/Cyber Monday weekend last year, TikTok Shop sales exceeded $500 million.
TikTok also said that sellers hosting livestreams achieved 84% year-over-year sales growth.
Clearly, TikTok wants live shopping to become a thing, and the app is giving those broadcasts additional reach opportunities to drive more interest.
