Agenda-setting intelligence, analysis and advice for the global fashion community.

Who Is the TikTok Shopper?

The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales keep ticking up.

TikTok is facing new pressures. — The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales seem to keep ticking up. (Shutterstock)

Joan Kennedy

15 March 2024

When selling on TikTok Shop, Puneet Nanda, the founder of GuruNanda, the brand behind the platform’s best-selling product — a $15 oral pulling oil, which touts debated health benefits like healthier gums and whiter teeth — has a very specific person in mind.

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About the author

Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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