Why TikTok Shop Is Not a Fad, It’s a Structural Shift in E-commerce

Social commerce already accounts for ~18% of U.S. social shopping (eMarketer). That number isn’t driven by hype or temporary platform incentives, it reflects a structural change in how people buy online. When consumer behavior shifts at this level, it doesn’t reverse.Platforms adapt to it, and brands that move early benefit disproportionately. This is the context […]