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TikTok affiliate marketing will struggle. TikTok is shifting its focus back to live shopping as brands grapple with reports of high rates of returns, consumer fatigue, and the threat of a TikTok ban. LTK will be a force to be reckoned with. Its technology has quietly underpinned social shopping behavior for years and will form an even bigger part of the commerce landscape in 2025.

In Vietnam, 37% and 36%, respectively, of internet users ages 18 to 63 use TikTok Shop and Facebook for ecommerce, according to a Q4 2023 Decision Lab report. In addition, TikTok Shop retail ecommerce sales across the six major markets in Southeast Asia amounted to $16.3 billion in 2023, behind only Shopee ($55.1 billion) and Lazada ($18.8 billion), per Momentum Works.

I need a filter, I need a TikTok. But when you see figures like this, it's little wonder that we see moves like TikTok, I'll use TikTok as an example. I always do. It's made recent just general search initiatives and search ad initiatives. So early this year it launched an image search feature for TikTok shop.

That’s more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. For brands, more time spent listening to podcasts means more opportunities to monetize.

I think in terms of my other two slices of pie, I would say some probably can be contributed to the TikTok uncertainty we were seeing at the end of last year. That was right before the uncertainty around the ban. Of course there's still uncertainty around the TikTok ban, but in December we really didn't know what was going to happen or how things were going to play out.

Though it wasn’t mentioned directly, the uncertain legal and ownership status of TikTok will also influence Meta’s year. The app is still unavailable on US app stores as of this writing, which could push audiences and advertisers to Meta’s rival Reels service. Our take: Meta’s pivot away from third-party fact-checking is a gamble with serious brand safety implications.

TikTok is Gen Z’s No. 2 social commerce destination and is almost as popular as Facebook among millennial social buyers, per Klarna.

Why it’s worth watching: With a TikTok sale or ban imminent in the US, the social media landscape is expected to undergo upheaval, with platforms like Google, Meta, and Snap jockeying for position to capture market share. Minors are a massive revenue driver for social media firms.

In the three-speed market, they’re closer to Snapchat and TikTok than they are to X.