TikTok Shop’s growth is stunning. GMV will jump from $4B last year to $20B this year. I expect this to continue.

That said, you can tell that it’s beginning to grate on users. I saw a TikTok this morning that made fun of how many creators are shelling products. The comments all said “I miss the pandemic TikTok” and “I can’t even use this app anymore, it’s always someone selling something.” So I think TikTok needs to be smarter with how big they’re pushing commerce.