Two-thirds of purchases at TikTok Shops, not yet available in the Netherlands, are in the Beauty, Fashion and Near Food categories.
Then follow product groups with electronics and tech, but they are already insignificant in terms of market share. They each account for five to ten percent of online purchases, which are often made via influencers.
This is evident from figures for the English marketas recorded by market researcher GfK. This market picture was presented yesterday at Emerce Fashionwhich took place in Pakhuis de Zwijger in Amsterdam.
TikTok is working on adding an e-commerce component to its platform. It is already live in the US and the UK. It is expected to launch in the Netherlands sometime in 2025. Users of the platform will be able to sell products to their audience through their accounts. In the UK, TikTok even has a warehouse from which these merchants can ship their items.
TikTok Shop’s UK fashion retailer penetration has more than doubled in a year to 12 percent. By comparison, Shein is stuck at around 25 percent. The average order value for both is around twenty to twenty-five euros.
Chinese web shops like Shein and Temu seem to be catching up with the more traditional online fashion sellers. Zalando in particular is feeling the pressure from new players throughout Europe. According to Jeroen Blank and Randy Streng of the merged market researchers NIQ/GfK price the deciding factor when buying clothes. That is why the Dutch order from Chinese discounters or second-hand clothing sellers such as Vinted, a brand that is also emerging throughout Europe.
