TikTok Shop's low prices came with shaky trust, but the budget retailer is maturing into a serious marketplace and attracting partnerships.

• As TikTok Shop competes with marketplaces like Temu and Shein by offering cheaper alternatives to brand name products, deals and promotions are the top reason users use the app, according to a May YouGov study.

However, almost half (49%) of US TikTok users said they were not using the platform because of "trust issues,” according to a January 2025 Adobe report.

“While low price doesn’t mean low quality, some consumers still make that association, which affects how reliable they perceive the platform to be overall,” said Ismael El-Qudsi, CEO at SocialPubli.

As its consumer base grows and more trusted brands join, the platform is shedding that untrustworthy reputation. Retailers like Gap, Skims, Disney, Samsung, and Victoria’s Secret have set up storefronts.

While some retailers might still be hesitant to sign on, the brand attitude this year will be “participate or get left behind,” said Leah Sallen, managing director of retail and commerce media at VML.

“The upside is access to demand creation and creators at scale,” she said. “The downside is margin pressure, operational complexity, and reduced control compared to traditional retail or owned channels.”

Sustaining TikTok Shop growth

TikTok Shop will reach $23.41 billion in US ecommerce sales in 2026, a 48% increase YoY, EMARKETER forecasts. That means the retailer is poised to outperform Target, Costco, Best Buy, and Kroger.

The ability for influencers to drive sales and the rise of social search have positioned TikTok Shop for hyper growth. To sustain that path, it must continue winning over consumers and brands through expanded merchandise and consistent seller standards.

“Growth is being driven by discovery-led social commerce and shorter paths to purchase,” said Sallen. “To sustain this growth, TikTok Shop needs stronger fulfillment reliability, better brand controls, and more robust ad and data tools that rival traditional ecommerce platforms.”

Using TikTok Shop is another way for brands to round out their creator marketing. TikTok Shop is also building esteem with influencers, who value the platform and want more from their creator partnerships.

• 82.8% say TikTok Shop would make brand collaborations easier, according to a July 2025 SocialPubli study.

“A focus in 2026 is moving from individual creator moments to creator ecosystems,” said Madeline Meade, co-founder and head of creative at Corner Table Creative. “Longer-term partnerships, recurring formats, and strategic talent networks that brands can grow with.”

Tailoring your retail approach to TikTok Shop

TikTok Shop is well positioned from a social search and discoverability perspective, but inconsistencies in seller trust are slowing it down.

• 54.3% of influencers say that their trust in the platform depends heavily on seller credibility, according to SocialPubli.

Because of the trend-driven pace of the platform, even the most recognized brands can’t just set up shop and hope for the best. They must treat TikTok Shop as “an active, content-driven channel rather than a passive storefront,” said El-Qudsi.

“Interest can spike and fade quickly, and brands need to stay agile with fresh content to keep products visible and engaging,” he said. “Success also requires creative resources like videos, creator collaborations, and ongoing content to meet audience expectations.”

Appeasing consumers, creators, and sellers

While frustration around order cancellations and counterfeit products come from the consumer side, sellers equally bemoan a lack of transparency around unexplained product violations and platform glitches, said El-Qudsi.

To earn trust, TikTok Shop doesn’t need to shed the discounts that attracted consumers in the first place, but instead build it up in other ways, he said.

“Changing this narrative isn’t about moving away from affordability,” said El-Qudsi. “It’s about making quality and trust more visible throughout the purchase journey, from clearer seller standards to post-purchase support.”

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