Whether it’s via ads or reviews, social media has always influenced what we buy. But it’s now become the place many of us actually make our purchases too!
TikTok Shop is leading the charge in social commerce, making it easier than ever to discover, browse and buy products without ever leaving the app.
Launched in September 2023, TikTok Shop has been growing rapidly, turning social scrolling into seamless shopping. Whether through short videos, live shopping events or brands’ in-app storefronts, TikTok Shop is proving that people don’t just want to be entertained on social media, they want to shop too.
What is TikTok Shop?
Simply put, TikTok Shop is a shopping tool that allows brands, influencers and merchants to sell products directly within the TikTok app. Instead of clicking out to a brand’s own e-commerce website to make the purchase, users can buy products instantly while watching a video or a live stream.
Think of it like QVC for the TikTok generation. But instead of watching on TV, you can see products in action through short-form videos and live demos, with real people showing how they work.
Why is TikTok Shop so popular?
TikTok Shop is tapping into something huge: people want shopping to feel fun, social, and effortless. The live events inspire a sense of community, with thousands of other users commenting, and short-form videos can feature user generated content (UGC) of real customers providing product reviews.
According to research by TikTok:
- 75% of TikTok users say they’re likely to buy from brands they see on TikTok Shop
- Shoppers are twice as likely to buy directly from TikTok than any other marketplace because the content is entertaining
- 9/10 shoppers say they’re happy with their TikTok Shop experience
But why is it working so well? Well, to start with, it’s seamless and simple; products are discoverable in the For You feed and shoppers don’t have to leave the app to buy. Reducing the number of steps and amount of friction required to make a purchase drives impulse shopping. TikTok Shop also offers flash sales and discounts, which also adds to sense of urgency.
Additionally, user generated content, like product demos, reviews and unboxing, can help to build trust, offering a more authentic experience for shoppers than traditional, polished ads.
The rise of social commerce
TikTok Shop may be leading the charge, but it’s actually part of a bigger trend. Social commerce is booming and it’s changing the way people shop.
In the UK alone, the social commerce market is expected to more than double, from £7.4 billion to nearly £16 billion by 2028. Additionally, 56% of UK consumers have already bought something directly through a social media platform – rising to 73% among those under 45.
For brands, this shift means social media is no longer just about engagement; it’s a direct sales channel.
How does TikTok Shop work?
TikTok Shop makes discovering products as easy as scrolling your For You feed.
- Users can click on the ‘Shop’ tab on their main feed to browse products based on their interests (captured by the platform’s smart algorithm, of course!)
- Relevant products can also appear naturally in users’ For You feed, making discovery seamless.
- Shoppable videos are short, engaging videos featuring products with a direct shopping link, taking users directly to a page to purchase on the Shop.
- Live shopping events are interactive QVC-style demos where brands can demonstrate products and answer questions in real-time.
- Brands can set up their own in-app storefront, where users can brand their full product range without ever leaving the app.
For brands and sellers, TikTok also offers paid ad options to get products in front of more potential buyers.
The challenges of TikTok Shop
Of course, it’s not all smooth sailing. While TikTok Shop offers huge opportunities, brands do face some hurdles:
- High competition – With so many brands selling on the platform, standing out requires strong marketing, creative content and influencer partnerships.
- Trust concerns – Some users are hesitant to buy from social media due to counterfeit products or quality issues. Reviews and UGC can help overcome this.
- Logistics and fulfilment – Customers expect fast delivery. Brands need a strong supply chain to handle demand.
- Fees and costs – TikTok takes commission on every sale, plus brands need to factor in ad spend, influencer fees and discount offers to stay profitable.
Final thoughts
TikTok Shop isn’t just a new sales channel – it’s reshaping how we shop online. Instead of searching for products, products now find us through entertaining content, recommendations, and live shopping experiences.
For brands, it’s an exciting opportunity – but success requires smart content, strong marketing, and a seamless shopping experience.
So, is TikTok Shop the future of e-commerce? With the rise of social commerce, it’s looking more and more likely.
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