TikTok is expanding its e-commerce ambitions by adding luxury items to its TikTok Shop marketplace, Bloomberg reports. The platform now offers designer handbags from Hermes and Chanel, pre-owned watches from Rolex and Cartier, and rare limited-drop sneakers from Louis Vuitton and Nike.

Bloomberg says this expansion into higher-ticket items reflects TikTok’s broader e-commerce ambitions. When TikTok Shop launched in the U.S. in 2023, it was often compared to Chinese fast-fashion marketplaces such as Temu and Shein. Today, the platform has surpassed these companies in U.S. sales growth.

TikTok Shop now spans inexpensive finds and high-end resale, a wide range that could appeal to very different types of buyers. This strategy allows TikTok to diversify its revenue streams. Low-cost items generate frequent repeat purchases and drive engagement, while luxury and high-ticket items bring in larger individual sales and can attract a different kind of consumer. Bloomberg highlights that by carrying both, TikTok Shop can maintain its broad appeal while increasing the average order value for its marketplace.

The strategy also aligns with social commerce trends. Platforms supporting both discovery-driven purchases and considered high-value buying are better positioned to compete with traditional e-commerce and luxury resale platforms such as Amazon, Farfetch, and The RealReal.

How high-end items are verified

Bloomberg notes that AI plays a central role in how luxury goods are listed and verified on TikTok Shop. The company reports that most of these luxury items are pre-owned and listed by resellers who verify authenticity using AI tools approved by TikTok. Independent services like Entrupy use AI and microscopy to evaluate microscopic details of items and compare them with a large database of known authentic and counterfeit products. This provides sellers with a certificate of authenticity that TikTok requires for high-value listings.

TikTok’s enforcement measures also extend to other products. Bloomberg reports that in the first half of 2025, the platform rejected more than 70 million product listings and removed over 200,000 prohibited items. Additionally, 1.4 million prospective sellers were denied access for failing to meet Shop standards.

TikTok Live and auctions drive luxury sales

Live streams are becoming an important tool for luxury resellers on TikTok Shop. Bloomberg highlights that vendors can host auctions or boutique-style livestreams, engaging buyers in real time through comments and direct messages. For example, 17th Street, a pre-owned luxury boutique in New York, joined TikTok Shop last year and has sold nearly 1,000 designer bags, including Hermes Kelly and Birkin models, Chanel products, and Balenciaga items, Bloomberg reports. 

Some livestream sessions have generated over $30,000 in a single day. TikTok recently introduced live auction tools that push streams to the main “For You” feed, giving sellers access to a larger audience.

Why luxury resale resonates with certain buyers

Bloomberg’s reporting reflects broader market data showing that pre-owned luxury is a growing category. Platforms that focus on second-hand fashion and accessories have attracted younger buyers who care about sustainability, uniqueness, and value for money. TikTok’s luxury resale play aligns with trends in consumer behavior, with Gen Z buyers embracing these items as part of a “circular economy.”

Market context and international expansion

TikTok Shop generated $19 billion in global sales in Q3 2025, with the U.S. as its largest market despite ongoing regulatory scrutiny. The platform has also expanded internationally into countries such as Brazil, Japan, Mexico, France, Italy, and Spain.

Outside the U.S., TikTok has been rolling out luxury resale offerings in markets such as the U.K., where pre-owned handbags, designer clothes, and accessories can now be purchased directly inside the TikTok app. Initial launch partners include established resale boutiques that use their own authentication workflows.

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