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TikTok flaunted the power of its e-commerce platform at an event in New York on Wednesday.

Why it matters: TikTok's pitch of its value to brands and creators comes as its future in the U.S. hangs in the balance.

Catch up quick: TikTok Shop launched in the U.S. last September as a way for people to discover and purchase products directly in the app. Brands and creators can tag products in their videos and livestreams.

The company is on track to hit $17.5 billion in gross U.S. sales for TikTok Shop by year-end, per The Information.

Driving the news: TikTok executives shared plans for a holiday campaign called "Brand Palooza."

From Nov. 13 to 27, TikTok will spotlight brands that offer exclusive products — like Benefit Cosmetics and Liquid I.V. — and will feature "super livestreams" with to-be-announced celebrities.

The executives — Nico le Bourgeois and Kelsie Johnston — said that to help with education on TikTok Shop they launched an affiliate app for creators, a holiday e-book with tips for sellers and are hosting matchmaking events in New York and Los Angeles.

"As a consumer, we're often told what to buy and how to buy it. What drew me to TikTok is how I saw the reverse happening. Consumers are now leading the conversations," says le Bourgeois.

Behind the scenes: The event showcased 11 brands that have been popular on TikTok, including Peter Thomas Roth, a skincare brand that had its eye tighter go viral, and Canvas Beauty, whose CEO Stormi Steele hit $1 million in sales in a single TikTok livestream in June.

"I had essentially almost lost my business by 2022," Steele said on a panel. "Since that first week on TikTok, we've been on a forward trajectory, and it's been absolutely amazing, and it changed my life."

Period care brand August, also in attendance, launched on TikTok Shop this week after it was previously restricted. CEO Nadya Okamoto hosted a "chaotic live shopping show" at TikTok's New York office and sold 105 products. She tells Axios she is thinking through a Black Friday plan.

Okamoto is one of many TikTok creators who has been outspoken about her opposition to the TikTok ban, posting TikTok videos appealing to President Biden and coordinating an open letter.

TikTok touts value to American brands and shoppers

The company's future in the U.S. hangs in the balance.

Two images side by side. Left is of Nico le Bourgeois speaking with a microphone in his hand. Right is of a display of products from August, a period care brand 

(L) Nico le Bourgeois, head of U.S. operations for TikTok Shop. (R) Products from period care brand August on display at a TikTok event on Oct. 23, 2024, in New York. Photos: Kerry Flynn/Axios

TikTok

TikTok flaunted the power of its e-commerce platform at an event in New York on Wednesday.Why it matters: TikTok&#x27;s pitch of its value to brands and creators comes as its <a class="gtmContentClick" data-vars-link-text="future in the U.S." data-vars-click-url="https://www.axios.com/pro/tech-policy/2024/09/16/tiktoks-day-in-court" data-vars-content-id="a733aa94-a517-4fc6-87e4-0fcfbb501a5c" data-vars-headline="TikTok touts value to American brands and shoppers" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/pro/tech-policy/2024/09/16/tiktoks-day-in-court" target="_self">future in the U.S.</a> hangs in the balance.

TikTok touts value to American brands and shoppers

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