Alcohol Launches on TikTok Shop

After months of speculation, we're now seeing alcohol arrive on TikTok Shop. 

The category had seen slow shifts towards inclusion thanks to the addition of alcohol free beers earlier this year, but now alcohol will be joining one of the largest e-commerce platforms officially. 

Whose Positioning Themselves Early?

AU Vodka was the first brand to fully launch themselves on TikTok Shop.

Their range of bold flavours are perfect for a TikTok audience, as well as selling a variety of bottles, cans and bar accessories in their complimentary gold packaging.

The category to begin with is only seeing a few other brands take the leap, but this section is sure to expand greatly in the coming months. 

Every New Category Makes the Ecosystem Stronger

The introduction of alcohol comes alongside the testing of digital products (gift cards, video games etc) and indicates where TikTok Shop is planning to move next. 

With more categories arriving on the platform, TikTok Shop becomes more and more appealing to brands looking for a new avenue to expand into and customers who are looking for both convenience and discovery. 

Where Does TikTok Shop Go Next?

If the current trajectory continues, TikTok Shop won't simply be another marketplace.

As mentioned above, it could become a gateway for product discovery, where consumers can explore and experience new brands through affiliate content. This method would work well for smaller businesses, limited edition drops and new releases that brands want to hype up. 

Alcohol opening up on TikTok Shop is only the start of TikTok Shops move into becoming a large scale search platform.