TikTok Shop has partnered with Venmo and unveiled plans for seller-creator matchmaking events in Los Angeles and New York ahead of the holiday shopping season. 

According to WWD, the collaboration, announced at a recent panel and brand event in New York, includes targeted discounts for new and existing customers during the Black Friday and Cyber Monday shopping period.

First-time TikTok Shop U.S. customers who spend $45 between November 30 and December 2 can receive 25% off their purchase, up to $20, when using Venmo at checkout. Returning customers who spend $85 can save 25%, up to $35, through the same payment method.

“Our collaboration with TikTok Shop reflects our shared commitment to community and commerce and demonstrates Venmo’s desire to help customers shop in new and innovative ways,” Alexis Sowa, VP and General Manager of Venmo, said in a statement.

The platform’s “Brand Palooza” holiday campaign runs from November 13 to 27, featuring product offers from Phillips, Benefit Cosmetics, Liquid I.V., Hey Dude, and The Ordinary. The campaign includes planned livestream events with promised appearances from prominent figures and celebrities.

TikTok Shop’s recently published Intellectual Property Rights report, covering July 2023 to June 2024, reveals the platform has banned over 5 million products and revoked over 30,000 creator and influencer selling permissions as part of its consumer protection efforts.

Nicolas Le Bourgeois, head of U.S. operations at TikTok Shop, and Kelsie Johnston, head of Beauty and Personal Care, point to the hashtag #TikTokMadeMeBuyIt as evidence of shifting consumer shopping behavior. The platform’s livestream shopping feature mirrors success in China, where livestream shopping sales exceeded an estimated $500 billion in 2023.

Notable success stories include Peter Thomas Roth’s Instant FirmX eye cream, which gained prominence after TikTok user @trinidad1967’s video garnered nearly 50 million views. The Face Shop’s Mucin Peptide 8 serum achieved similar viral status, with creator @edwardzo’s video reaching 8.4 million views and @missdarcei’s content accumulating 1.4 million views.

Canvas Beauty founder and CEO Stormi Steele has emerged as a major player in the TikTok Shop ecosystem, generating millions in sales through shopping livestreams. The platform’s Affiliate app facilitates connections between brands, sellers, and creators to expand audience reach and drive sales growth.

The upcoming seller-creator matchmaking events in Los Angeles and New York aim to strengthen relationships between merchants and content creators before the holiday sales season begins.

According to a recent LTK study, 73% of Gen Z consumers purchase during the holiday season based on creator recommendations, compared to 66% of Millennials and 59% of the general population.