Chinese Marketplaces Surge in U.S.; 41% Turn to TikTok Shop

A new survey from ecommerce marketing platform Omnisend finds that 41% of Americans are shopping on TikTok Shop, compared to a year ago when only 30% turned to the Chinese marketplace for goods.  With an increasing number of big brands launching TikTok shop storefronts, is TikTok Shop the newest retail frontier?

“The blending of ecommerce and social media continues to redefine what we consider to be a modern storefront,” said Mary Bauer, Ecommerce Expert Omnisend. “Regardless of the channel, the customer journey remains at the forefront, meaning always-on brands have unique opportunities to attract shoppers.“

Tariffs Show Little Impact as Americans Crave Value 

Interest in Chinese marketplaces has risen across the board with Temu shopping increasing 9% (53% last year to 58% today); Shein up 23% (40% to 49%) and AliExpress shopping rose 38% (26% to 36%.)

This despite ongoing tariffs, with 46% of U.S. consumers now supporting tariffs, up 35% from last year when only 34% said they were pro-tariffs.

While prices are up across the board – 74% admit they’re spending more money online this year than last year – consumers report greater increases on Amazon products (57%) and Walmart (48%) compared to TikTok Shop (12%), Temu (25%), Shein (19%) and AliExpress (12%). 

“Price increases are finding their way to U.S. shoppers via stores with traditional business models like Amazon and Walmart, continued Bauer. “However, since many Chinese sellers operate in a manufacturer-to-consumer model, even with tariffs, many are able to keep prices competitive. As shoppers seek value, stores like Temu and Shein continue to appeal to U.S. consumers.”

What This Means for Retailers 

According to Omnisend, ecommerce brands can adjust their strategy to this growing increase. Specific tips include:

• For brands that are able to sell on TikTok Shop and other Chinese marketplaces, these avenues may be worth exploring. Because shoppers can turn from entertainment to commerce at a moment’s notice, these channels can be utilized as a growth lever. 
• Use email marketing to drive awareness and sales. One in ten shoppers who click on an email makes a purchase, making it a sustainable and high-ROI marketing channel for any brand. 
• Convert social media-referred web traffic into email subscribers by creating dedicated signup pop-ups for those visitors. Brands can create a segment of social media contacts to target, hopefully turning social-savvy email subscribers into social brand advocates.  
• Appeal to shoppers by promoting value. Whether it’s free shipping, flexible return policies, or product quality, promote these consumer-friendly value-adds at all stages of customer communication.