TikTok Shop on track to seize 10% of retail sales in 2028

TikTok Shop could increase its share of overall retail sales from 1% today to 10% in 2028, The Wall Street Journal reported Wednesday (April 29), citing data from Marshal Cohen, chief retail adviser at market research firm Circana. “The consumer clearly has adopted TikTok as one of the few spaces of discovery and brand association,” Cohen said, according to the report.
The WSJ also cited data from eCommerce data provider Charm.io showing that TikTok Shop’s U.S. sales nearly doubled year over year to reach $4.9 billion in the first quarter, and data from data provider Consumer Edge showing that consumer spending on the platform was up 46% year over year in the first three months of 2026.