In just one year since its US launch in September 2023, TikTok Shop has outpaced competitors by converting more users to shoppers than any legacy platform, with 47 million shoppers spending an average of $32 million daily in 2024. The platform has become crucial for small businesses and creators, with its algorithm-driven 'shoppertainment' approach creating a closed-loop shopping experience that keeps buyers in the app ecosystem. However, TikTok faces an uncertain future due to federal legislation requiring ByteDance to divest from the app and sell to a US-based company by April 5, 2025.

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