TikTok Shop Drives Brand Discovery for US Small Businesses

TikTok has highlighted the growing role of its platform, particularly TikTok Shop, in supporting small and medium-sized businesses (SMBs) in the United States. According to data presented during a Small Business Month event in New York, the app has become a significant discovery channel for emerging brands.

GlobalData research commissioned by TikTok found that two-thirds of US TikTok Shop users have discovered a new brand on the platform. Small businesses with annual revenues under $15 million appear to benefit the most. Additionally, 72% of brands newly discovered by users in the past year were small businesses, and eight in ten users reported discovering more small brands since they began using the platform.

Conversion rates are notably strong. Fifty-seven percent of users made a purchase from a newly discovered brand within days, while 90% bought something within a month. TikTok also reported that searches for “small business” surged 479% in Q1 2026, and 89% of SMBs said their sales increased after promoting their products on the platform.

The company emphasized that success on TikTok Shop often stems from authentic, community-driven content rather than traditional advertising. Many users reported feeling a deeper connection to brands they engage with on the platform (73%), and 81% said TikTok helps them discover new trends and interests.

TikTok Shop has expanded rapidly in the US since its full rollout, offering in-app shopping features that allow creators and businesses to sell directly through videos and live streams. By positioning itself as a platform where creativity and authenticity can drive real commercial outcomes, TikTok likely aims to strengthen its position among merchants and users alike.