Dive Brief:
- TikTok introduced its “Preowned Luxury” category within its TikTok Shop in the U.K., the company announced Sunday. The category allows users to browse and purchase luxury fashion while remaining on the platform.
- To launch the category, TikTok teamed up with high-end resellers Luxe Collective, Sellier Knightsbridge, Sign of the Times, Hardley Ever Worn It and Break Archive.
- In addition to its secondhand luxury section, the platform has recently introduced other new categories, including Fresh Flowers and Live Plants, Wellness and Parenting, the company said in its release.
Dive Insight:
TikTok’s high-end secondhand goods category launch builds upon its previous efforts to court luxury shoppers. Last November, the company announced its partnership with Real Authentication to verify used luxury handbags prior to being sold on the app. Real Authentication receives and examines used items and approves sellers.
“This announcement is an exciting first step in the world of preowned fashion for TikTok Shop,” Jan Wilk, head of operations at TikTok Shop U.K., said in a statement. “TikTok Shop is already a leader when it comes to discovery-based commerce and with a vibrant fashion community thriving on TikTok, this provides a unique opportunity for
retailers to reach new audiences and customers with an inspiring and accessible way to embrace luxury fashion.”
As TikTok tries to attract secondhand luxury customers, a sizeable share of its users also appear to shop at fast-fashion retailers. Analysis from Earnest Analytics found that 28% of Shein shoppers also purchased from TikTok Shop within the previous year ending in February. A quarter of Temu customers also bought items at TikTok Shop during that period, per the report.
Meanwhile, as TikTok expands its e-commerce offerings, the company is receiving pushback from the U.S. government. President Joe Biden signed a bill Wednesday that will force parent company ByteDance to divest its U.S. operations or face a nationwide ban of the platform.
In September, TikTok debuted TikTok Shop in the U.S., allowing merchants to create product collections on their profiles and reach millions of users.
