Online Retailers and TikTok

D2C eCommerce brands spent $29.9 million on TikTok advertising in Q2 — up 60.3% versus this year’s first quarter, according to an analysis of data from 5,000-plus online stores that use the Triple Whale eCommerce analytics tool.

In the first two quarters, eCommerce stores spent $48.4 million on TikTok advertising — which was up 231% versus the previous 181 days’ spending (chart above).

Interestingly, it’s smaller etailers — those with annual sales of $1 million to $5 million — that are doing the most to drive up TikTok spending.

All that said, Facebook is still by far the No. 1 investment channel for e-commerce advertisers, at $377 million in Q2 alone. However, that represented a relatively modest 5.6% increase versus this year’s first quarter.

Google Ads also saw strong QoQ growth in Q2 (20.5%), and was the second-highest D2C channel by spend, at $118.9 million.
Snap actually lost spend, declining 10.8% QoQ, to $2.9 million.

Overall ad spend across the 5,000 etailers analyzed rose 11% QoQ in Q2, to a total $529.7 million.

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