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The traditional eCommerce landscape in the United States is witnessing a significant structural shift as social discovery begins to outpace conventional search-based retail. According to data from Charm.io TikTok Shop has generated $2.7bn in sales in 2025 in the US, securing its position as the fourth-largest eCommerce retailer in the category nationwide according to Nielsen.

Last week in beauty, L’Oréal is off to a strong year start with sales up 6.7% in Q1 26.