Some brands believe social commerce is only a trend, so they choose not to use it. This thought process is likely hurting their business more than they realize. Meta proves the importance of social commerce by not just advertising on their own platform but also turning to TikTok.
In the past month, Meta quietly launched on the TikTok Shop to sell their VR headsets and smart glasses. It wasn’t a small launch either. In the past 30 days, they already reached almost $30M revenue on TikTok Shop, achieved nearly all GMV through affiliates, and became a Top 50 seller on the platform.
But that’s not even the most surprising part. Despite owning their own social media platforms to advertise on, Meta currently has 5 times more advertisements on TikTok right now compared to their own platform.
There are some bad DTC takes on here, but one of the worst of the past few years was that social commerce is a fad that real brands shouldn't embrace.
— Jonathan Snow, DMD (@drsnow) December 24, 2025
Well, Meta (yes, Meta) quietly launched on TikTok Shop this past month. Curious move.
In the L30 days, they've done $3M in TTS… pic.twitter.com/vtUiOWaofl
Why is Meta Using TikTok so Much?
Meta’s unexpected advertising shift comes as a surprise to many. They’re not just trying something, but instead, they’re going all in on the TikTok Shop. While Meta hasn’t stated their intentions, there are a few explanations that make sense.
One of the two is likely happening:
- Meta is reverse engineering the entire affiliate/Shop ecosystem for its ultimate relaunch of social commerce.
- Meta finds value in selling consumer products on the TikTok Shop.Â
While it could be a mix of the two, only time will tell. Overall, it’s a win-win for Meta because there’s a large audience on TikTok and they get to learn how the TikTok Shop works. TikTok Shop conveniently has affiliates, content, and checkout all in one place, making it a great platform to take advantage of. After its recent Black Friday success, it appears the platform is only growing.
Don’t Overlook Social Commerce
Regardless of Meta’s reason for pursuing the TikTok Shop so heavily, it proves that social commerce is a crucial part of the ecommerce industry. Brands who are avoiding it could be missing out on a large part of their target audience. If Meta is on board with it, your brand probably should be too.
Need help navigating social commerce? Working with a marketing expert can help you take advantage of new technology while developing strategies that make sense for your brand.
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