NIQ has jumped on tracking a new sales channel.
The firm, also known as NielsenIQ, is now measuring sales on TikTok Shop. That data will be available to clients via Rakuten and Omnisales this month.
As reported, TikTok Shop only officially rolled out last month, and already boasts 200,000 merchants in the U.S. alone. There are also 100,000 signups for TikTok’s affiliate program.
Though shoppable social content hasn’t had the same traction Stateside that it has in other markets, TikTok has signed on some major initial players, including Benefit Cosmetics, Tarte Cosmetics and K18, which are already reaping rewards.
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Tarte, for example has seen threefold sales increases on TikTok shop ever since adding the capability to older content, and skin care brand Dieux also has seen revenues climb 80 percent when a video of its hero moisturizer, Instant Angel, gains traction.
Early NIQ findings show that beauty comprised 84 percent of sales on TikTok Shop, followed by food and household care, which respectively made up 12 percent and 4 percent.
The top categories on the app are facial skin care, cologne and perfume, lip cosmetics, body lotions and treatments as well as deodorant.
“TikTok shop is a rapidly growing platform, and brands and retailers need to understand how their products are performing on it. Our new measurement will provide them with the insights they need to make informed decisions about their TikTok Shop strategies,” said John Busardo, senior vice president and beauty and over the counter vertical lead, NIQ, in a statement.