This week, we investigate the emergence of TikTok Shop, exploring its bizarre interface and offerings as representative of a new era of e-commerce and consumer psychology. We discuss the redefinition of the “small business,” the vulgarity of commerce as content, and strategies of pathological guerilla marketing. We also take a stroll through the Shop ourselves to observe the “gyatt pajamas,” chamoy pickle kits, and pheromone oils that are sweeping the nation. 

TikTok’s official Shop press release

shop-e-commerce.html">TikTok Shop in the New York Times

Chamoy pickle kit explainer

Dr. Candice Lin on Zheng Xiangxiang

FV Makeup foundation videos

China Too Cool: Vernacular Innovations and Aesthetic Discontinuity of China – Yijing Zhou

UX in China: More Is More, Super Apps, and Community - Yuan Qing Lim (Config 2022)

Livestream Shopping Is Not Going to Take Over E-Commerce – Forbes

Twitter as a Payment Processor – Financial Times

Indonesia’s TikTok Shop Ban – Financial Times

Teens Selling on TikTok Shop – NBC, Financial Times

TikTok Shop’s Snail Mucin Dupe Problem – Wired