Going social first with the launch of TikTok shops
By Kennedy Embree, Director, Direct Capability and Consumer Experience Transformation – Marketing
We’re opening TikTok Shops across several Clorox brands, giving younger consumers a fresh way to discover and connect with our brands right where they spend their time.
Why it matters
Extending commerce to new social “front doors” allows us to meet our consumers where they spend their time, unlocking value from our digital investments and showcasing our consumer-centered mindset.
By the numbers
As shopping and entertainment converge, TikTok is quickly becoming a powerful discovery and trial channel.
90+ minutes
Average time Gen Z spends on TikTok daily
$5.8 billion
Gross merchandise value of goods sold through the TikTok Shop in the U.S. in first half of 2025
120%
Year-over-year TikTok Shop sales increase
83%
Shoppers who said they discovered a new product via TikTok Shop
70%
Shoppers who said they discovered a new brand via TikTok Shop
The big picture
Pioneering social commerce: Burt’s Bees was the first Clorox brand to launch its TikTok Shop last fiscal year.
Scaling success: With infrastructure in place and curiosity to test in this space, Brita, Pine-Sol, and Hidden Valley launched TikTok Shops in the second quarter and at least one other brand has plans to launch early in the third quarter. Each brand’s approach varies, but there is a common desire for our brands to show up in a relevant way with the younger consumer, enable frictionless impulse purchase for people in social, get full funnel learnings, and to be a part of the TikTok cultural moment.
Driving brand discovery: TikTok’s influencer-powered platform brings our purpose-driven brands to life in real time. Through ongoing experimentation and optimization, we’re finding new ways to break through and connect with new audiences.
Creating new learnings: We’re testing content, assortment, pricing, and fulfillment to uncover what drives impact.
Harvesting value from investments: Our investment in digital transformation made our TikTok Shops possible, ensuring we’re simplifying the consumer shopping experience.
Context
Essential elements to the success of these launches included: a pioneering spirit, a social-first mindset, and an unwavering focus on the consumer, cross-functional teamwork, and agile adaptability.
We reimagined our capabilities and seamlessly expanded our direct e-commerce presence to TikTok Shops by leveraging our robust direct-to-consumer foundations, embracing data-driven decision-making, and adopting a rapid test-and-learn methodology.
The bottom line
Expanding into TikTok Shops isn’t just adding a channel — it’s about us embracing a social-first mindset to connect, learn, and grow with tomorrow’s consumers. Through bold experimentation, deep consumer insight, and cross-functional collaboration, we’re taking our brands where they matter most, driving authentic engagement and conversion.
