The trouble with TikTok Shop

I can't scroll through TikTok for more than a few minutes without being bombarded by influencers trying to sell me something—usually clothes, beauty tools, or some oddly specific kitchen gadget. Almost every other video feels like a sales pitch, with creators raving about the “absolute bargains” they find on TikTok Shop. They smile, hold up cheap outfits, and claim things are “so worth it,” all while linking the product so you can buy it instantly. At first, it felt like a fun, casual way to discover new things—but the more I watched, the more I started questioning: are they being honest, or just chasing commission?

Through TikTok Shop, the platform’s built-in e-commerce feature, creators earn a commission for each sale made through their link. While this can be a legitimate income stream, it can also mean that these influencers are motivated to push products regardless of quality. This makes it increasingly difficult for viewers to tell if a glowing review is genuine or simply a sales pitch.

However, the problem extends beyond misleading promotion. Much of the clothing on TikTok Shop comes from fast fashion brands, known for low prices, poor labour practices, and unsustainable production. Influencers contribute to this system by constantly promoting new items to keep up with fleeting trends. As a result, audiences are encouraged to buy more and wear less, feeding a cycle of overconsumption and waste.

While creators have every right to earn money, there’s a growing need for transparency and ethical responsibility —from both influencers and their audiences. Without that, TikTok Shop might be profitable in the short term, but it comes at the cost of sustainability and long-term credibility.