With major firms like PepsiCo, Mars, and Hershey starting to use the social media app more frequently, TikTok’s in-app shopping feature may be the next big thing for food companies. According to the company, TikTok Shop’s food category sales have more than doubled year over year, offering food makers a profitable new growth avenue. In addition to selling goods, businesses use the site to guide their innovation plans and react fast to the next major online craze, such as freeze-dried candies or Dubai chocolate.
The increase is indicative of a wider surge in what TikTok refers to as “discovery commerce.” According to an email from a company representative, the platform witnessed over 103 billion queries in 2025 from Americans who used the app with the intention of making a purchase.
The representative stated that enterprise brand sales increased by 97% and total transaction volume increased by about 80% year over year. Amanda Parker, the head of food at TikTok Shop, discussed with Food Dive how CPG businesses are using the app and how TikTok trends are changing innovation cycles.
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