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Paulina Hoong. Photo: Faith Cao.

What TikTok’s $200 Billion Shopping Plans Mean for Creators

Photo: Paulina Hoong. Photo: Faith Cao.

This morning, my colleague Jing and I published reporting on how far TikTok is willing to go to make shopping a big business on the app. Leaders are aiming for TikTok Shop, its name for its fledgling shopping service, to generate about $200 billion in annual customer orders in the U.S. by 2028—or roughly what TikTok’s Chinese sister app Douyin generated last year. 

To do that, it’s spending a ton on hiring more employees, building a delivery system and subsidizing anything from discounts on TikTok Shop purchases to cash incentives for creators to post more TikTok Shop content. TikTok expects to lose more than $500 million this year on TikTok Shop in the U.S. alone, we reported. 

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