What Social Commerce Trends From The US Can Teach Global Marketers

As we continue our Marketing Around the World series this September, the US is a prime example of holiday social commerce activations. TikTok Shop’s explosive growth during the holiday season has become a case study in how discovery, entertainment, and purchase converge on one platform.

For global marketers, the US holiday boom is more than an isolated success story. It signals how direct-to-consumer social commerce is transforming the way people shop worldwide, with best practices emerging that can be localized and scaled across markets.

The TikTok Shop Phenomenon in the US

TikTok Shop has quickly embedded itself into the US retail calendar, especially during holidays like Black Friday and Christmas. The app’s unique blend of entertainment and commerce drives impulse purchases, with beauty, fashion, and gadgets dominating the top-selling categories.

Unlike traditional e-commerce, TikTok Shop collapses the funnel: consumers move from discovery to conversion in seconds, often influenced by creators and live shopping moments. For US brands, this has unlocked new sales channels; for global marketers, it offers a preview of how social-first shopping experiences will scale worldwide.

But success requires preparation. As Mikhail Hanney, MD at PULSE, explains: “If you want to be ready for Black Friday, you need to align your social team with your e-commerce team, understand fulfillment, and decide your risk tolerance. Brands need a checklist before diving in.” His perspective underscores that social commerce isn’t just a trend to jump on, it’s an operational shift that requires alignment across teams and clear readiness.

Checklist: Social Commerce Best Practices to Adapt Globally

• Leverage creator-led video: prioritize authentic, relatable content that blends entertainment with conversion.

• Test live shopping formats during seasonal peaks.

• Localize category focus: beauty, fashion, and tech dominate in the US, but identify equivalents in your market.

• Plan around gifting moments beyond Christmas – Ramadan, Lunar New Year, or local festivals can be social shopping peaks.

• Align social, e-commerce, and operations early to avoid silos and fulfillment risks.

• Track performance in real time and reallocate budgets quickly to winning products.

Global Takeaway

The US TikTok Shop holiday boom proves that direct-to-consumer social commerce isn’t just a US trend but a model for social shopping worldwide. While cultural calendars differ, the underlying social commerce best practices, like creator-led storytelling, live shopping, and in-feed conversions, can be applied in any market. For brands ready to get ahead, the opportunity is clear: lean into social-first shopping experiences now, and set the standard for global social commerce strategy tomorrow.