TikTok’s latest feature is it’s completely virtual store, TikTok shop. Though the functions of the shop are new, it only works to further perpetuate existing flaws in the American consumer mindset. This online shop allows sellers to make sales directly through in-feed videos, live streams, and more. Though this may seem beneficial towards the economy for promoting sales, it hurts users by altering the consumer mindset to feed into harmful aspects of capitalism.
TikTok’s profit is entirely derived from feeding into overconsumption. It makes users believe that they need certain products that in reality, serve no purpose to benefit them. It also makes trend cycles more rapid, or in other words, blowing up certain products for only a week or two before it falls off or is replaced by a new product. On top of that, this online shopping platform has morphed the consumer mindset by turning videos into some form of promotion or advertisement. Oftentimes, this goes unnoticed by the viewer, but many TikToks discreetly show off products, brand placement, or trends. This subconsciously influences users into being more likely to purchase items they are shown on their page. 
One of the predominant large-scale issues with this is the threat it poses to the environment and ethical labor. Overinduldgencce from TikTok shop directly leads to overproduction and eliminating resources from the environment. Fast fashion has been a long-time factor in devastating the environment, but TikTok shop only works to further push the effects. The fast fashion industry is a problem because it produces short-lasting, low quality clothes sold at low prices in compromise for ethical labor by underpaying employees that work under inhumane conditions. Many of these products are also unethical, as they are known to steal designs or product ideas from small businesses or artists. It is also incredibly wasteful for ecological habitats, as manufacturers draw from reservoirs of natural resources for materials, and clear woodlands for factory space. Though TikTok is not a direct cause of environmental or ethical damage, it plays a significant role as a contributor to already-existing issues in our world.
On an individual scale though, TikTok shop promoters often use fear of exclusion as a marketing method. They put certain products on a pedestal and spread a message that says “if you don’t have this, you’re uncool, un-trendy, and un-chic. You can’t be pretty without this.” This method is unfortunately effective, especially considering that much of TikTok’s audience are youths who seek to fit in.
On a similar note, TikTok shop profits off the self-doubt of young audiences and fabricates new insecurities to be fussed over. Specifically, insecurities that can be conveniently fixed with the purchase of a product off TikTok shop. Many of these insecurities are also highly niche, and often go unnoticed by the general public, but are fabricated in order to give people a reason to be insecure about their appearance. This form of marketing especially targets a young female audience. Content creators make videos about features like bone structure or waistlines, and give girls new insecurities just so they can advertise their own products to ‘fix’ a ‘problem’ they invented. In truth though, many of these features come down to the genetic lottery, and can’t be fixed with a simple ointment or article of clothing. More importantly, these are all features that one shouldn’t be insecure about at all. In most situations, these content creators push conventional Western beauty standards that many viewers don’t fit into, and shouldn’t feel the need to fit into. Of course, just being confident doesn’t come easy, but large online platforms as influential as TikTok should be working to reverse insecurities through support, rather than allowing them to proliferate for the sake of economic benefit.
The most practical solution is to turn towards sustainable shopping. This could mean shopping at quality stores if finances allow. Another option is to buy second-hand, as it is oftentimes less expensive, and works to eliminate waste and overproduction. Some may concede that TikTok shop is good for supporting small businesses. Though this is true, consumers can turn toward supporting more local businesses in their area, or going on Etsy and Depop instead. As consumers, it is our responsibility to remember what we take from the Earth, and in turn, what we put out for the world.
