At an event attended by TheIndustry.fashion, the social media giant revealed the top trends and products set to shape this year’s all-important golden quarter.
As part of this, TikTok Shop aims to reshape the Black Friday shopping experience through live shopping sessions and shoppable videos, enabling real-time interaction between buyers and sellers.
Last Black Friday, TikTok Shop saw triple-digit growth in the UK, marking its strongest sales day of the year. Since then, the platform has continued to grow – and in June 2025, the company surpassed its Black Friday record during its Summer Sale.
This momentum is further reflected in a 72% increase in daily live shopping sessions over the past year. In the UK alone, TikTok now hosts around 6,000 live shopping sessions every day.
Meanwhile, the number of products available on TikTok Shop has grown by 445% year-on-year – highlighting the platform’s strong expectations for a “standout” Black Friday performance in 2025.
This Black Friday, TikTok is set to host even more daily live streams, including new Super LIVEs – where individual sellers are expected to generate up to $1 million in sales during a single broadcast.
The first of these Super LIVEs took place last week, with viral beauty brand P.Louise. The stream generated over $2.7 million in just 14 hours, breaking TikTok Shop sales records across both the UK and EU.
Broghan Smith, Head of Fashion at TikTok Shop UK, also shared key insights during the event – including growth data and trend forecasts for the peak season.
Fashion has seen “significant” growth on TikTok Shop, with the category doubling in size since last Black Friday and a wider range of products now available on the platform.
“On TikTok Shop, we’re reshaping the fashion industry, from the biggest fashion retailers in the world to some of the fastest-emerging brands. LIVE shopping has changed the face of online shopping, removing the uncertainty of fit, feel and function and allowing customers to feel assured they’re going to fall in love with the clothes they’re buying,” said Smith.
In fact, according to the British Fashion Council, while only 10% of in-store purchases are returned, return rates for online fashion sales rise to around 30%. In contrast, TikTok Shop reports fashion return rates of 10% – comparable to in-store shopping and lower than the broader e-commerce average.
It comes as brands such as Zalando and Halara have also reported lower return rates on TikTok Shop compared to other online sales channels.
“You can see clothes worn by someone your size, with your body type, trying on the exact piece you’re considering, before you make a purchase. It’s the next best thing to going in-store and trying the item on,” added Smith.
Footwear is seeing particular momentum on the platform, especially winter-ready styles like Crocs’ lined clogs, the Cozzzy Slipper, which are expected to perform well during the colder months and gifting season.
Crocs will also be featured in a Super Brand Day event on TikTok Shop from 10–12 September, including a series of live shopping sessions.
In apparel, men’s joggers and women’s athleisure are leading the category. Meanwhile, current trends also point toward a strong consumer preference for comfort and cosiness.