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In 2023, small and medium-sized businesses (SMEs) in Europe increased their revenue from additional sales generated by marketing and advertising on TikTok. The food and beverage category saw the highest increase in revenue, with marketing and ads on TikTok contributing to roughly 1.3 billion euros in sales. The other consumer goods category, which encompasses the manufacture and retail of electronics, homeware, pet products, motor vehicles, and other fast-moving goods, was estimated to bring in an additional revenue of around 1.2 billion euros.