TikTok Shop offers companies in Germany a new way to sell their products directly via one of the most popular social media platforms. With 23.56 million monthly active users (as of 2024), TikTok has established itself as one of the most important platforms with a particularly high reach among younger target groups.
How to scale revenue and conversions with TikTok Shop
You're eagerly waiting for TikTok Shop to finally launch in Germany? Then discover the strategies and optimizations you can use to set yourself up for success right from the start!
You're eagerly waiting for TikTok Shop to finally launch in Germany? Then discover the strategies and optimizations you can use to set yourself up for success right from the start!
Companies that want to appeal to generations Y and Z in particular will find it an extremely relevant platform for their marketing and sales strategies. TikTok will soon make it possible not only to present products creatively, but also to sell them directly - without users having to leave the platform.
Why TikTok Shop is a conversion booster
With the imminent launch of TikTok Shop, the purchasing process for social media users will be easier than ever before. It will soon be just a few steps from watching the video to the final purchase of the product advertised in it.to the finale purchase of the product advertised in it. The prevalence of social proof in TikTok videos will significantly reduce conversion blockers and potential objections, as TikTok creators talking about products will exude a high level of credibility and the buying process will be seamless.
But TikTok's infamous algorithm, which plays content specifically on the ‘For You’ page and seems to know users' preferences by heart, also plays a major role in the launch of TikTok Shop.
What this means for you and your brand is that your videos are played directly to the relevant target group based on their interests, interactions and behaviour. This precise targeting increases the likelihood that your target group will discover and buy your products.
In addition to the ability to promote your products through creative and organic videos, TikTok also allows you to run direct response ads that allow you to integrate call-to-actions (CTAs) into your videos. These can lead users directly to your TikTok Shop, encouraging an immediate purchase response to your advert.
Strategies to increase your conversion rate with the help of TikTok Shop
In order to really get something out of your TikTok Shop, you need more than just good products - it's about using the right strategies to get users to buy. Here are a few tips that can help you increase your conversion rate and speak directly to your target audience.
Dynamic ads for TikTok Shop
On TikTok you can place dynamic ads that are tailored to the user's behaviour. This type of advertising shows personalised products based on the content that users have viewed or interacted with on TikTok. These highly targeted ads can lead to a significant increase in conversion, as users are shown exactly what they are interested in.
Important notice: The more organically the ads fit into the TikTok feed, the more likely your ad will not be recognised as an advertisement, which increases the willingness to buy.
Live shopping events on TikTok
Live shopping events on TikTok, where you can demonstrate your products in real time and sell them directly, are already extremely lucrative for some companies. Through live interactions with your audience, you can answer questions directly, explain product benefits and offer viewers exclusive deals or discounts. A very good example of the success of TikTok live shopping events is the beauty brand Elf Cosmetics, which organised several successful live shopping events on TikTok in 2022. One particularly successful live event, in which Elf Cosmetics presented a limited-edition collection and provided a discount code for participants, not only generated extreme engagement but also a significant 30% increase in sales compared to normal sales figures.
UGC for TikTok Shop
TikTok is all about user-generated content (UGC), and that's exactly what makes the platform so unique. Unlike traditional advertising formats where companies directly control their brand messaging, TikTok is based on content created by users themselves - be it in the form of product reviews, recommendations, hauls or personal experiences. TikTok users prefer authentic, creative content that doesn't come across as perfectly polished or controlled. When brands design their content in native TikTok style, they are much more likely to gain the trust of their target audience and make their presence on the platform more relevant and credible.
Shoppable videos in particular offer a unique opportunity to integrate the purchase process directly into the user experience, allowing users to discover products spontaneously and buy directly through the video.
Optimising your TikTok Shop page for more revenue:
Although TikTok Shop will simplify the purchasing process, it is not a guaranteed success and should be strategically developed and regularly optimised. The following points are particularly important for brands hoping to increase sales through TikTok Shop:
Product descriptions & images:
Make sure your product descriptions on TikTok are clear, concise and engaging. Product images and especially product videos should be high quality and meaningful. Use TikTok's feature to add videos to demonstrate the functionality and benefits of your products. This not only helps to peak the interest of your potential customers, but also ensures that your products stand out and are well remembered. You should also include UGC from users who already use your product to strengthen the social proof around it.
Pricing strategies in your TikTok Shop:
Discounts or time-limited promotions on individual products or even packages that are only available in your TikTok shop are an effective way to direct traffic to your TikTok shop and increase sales. Especially on social media, the prospect of a very limited and exclusive offer can increase the impulse to buy and lead to an immediate conversion.
Simple checkout processes in your TikTok Shop:
In order to get the maximum benefit from TikTok Shop, the checkout process should be as simple as possible to minimise purchase abandonment. Therefore, make sure that the checkout process is optimised for mobile purchases and that you have set up at least one of the payment methods allowed by TikTok Shop, such as credit/debit cards, Paypal or Stripe. The more complicated the purchase process, the higher the abandonment rates in the shopping basket (or even earlier in the process).
Conversion through social proof
One of the most powerful tools on platforms such as TikTok is social proof - and the associated FOMO (fear of missing out). To strengthen the social proof of your brand or product, working with influencers or UGC creators can be a great support. The stronger the social proof of your product, the more likely it is that your TikTok Shop will have a higher conversion rate.
Collaboration with influencers:
If you want to reach a large number of people on TikTok quickly, influencers are a very good choice. TikTok is ideal for influencer marketing, as well-known influencers often quickly land on the ‘For You’ page and thus not only reach their own followers, but also a wider audience of strangers. They know how to present products aesthetically and convincingly, and their role model function can have a positive effect on your sales - after all, their followers trust their recommendations. Make sure you choose influencers who already appeal to the target group for which your product is relevant.
Collaborating with UGC creators:
If you want to build trust in your brand on TikTok, UGC creators are an excellent choice. These creators create content that is authentic and genuine, as they present and recommend your products from their own perspective. The social proof of UGC creators is usually stronger than that of influencers, as the experiences of supposedly real users of a product appear more credible and people can identify with them better. However, selecting UGC creators that fit your brand and, above all, your desired target group is essential for success.
Tracking and optimising your conversion rate
To make your TikTok shop really successful, it's not enough to simply place ads, sit back and wait. You should constantly track how users interact with your content and whether they buy or not - and adjust your strategy accordingly. This is where tracking tools such as TikTok Pixel and methods such as A/B testing come into play, helping you gain valuable insights into interaction behaviour with your brand. By analysing the entire conversion funnel and identifying weak points, you can take targeted measures to successfully guide more potential customers through the purchase process - and thus continuously increase the conversion rate of your content and your TikTok Shop.
TikTok Pixel:
Use TikTok Pixel to track the behaviour of users on your website and optimise your ads in a targeted manner. Pixel helps you collect meaningful data about how users interact with your ads and your website. You can use this data to continuously improve your marketing strategy and target people who have already shown an interest in your products.
A/B Testing:
By testing different variations of your ads, you can quickly determine which ones perform best. Whether it's different CTAs, images, hooks, storylines, or video formats – A/B testing allows you to continuously optimize your ads and ensure that you scale your conversions.
Conversion Funnel:
Analyse at which point in the conversion funnel users drop out. The behaviour of people at different stages of the purchasing process is an indicator of where there are problems or questions for users. For example, an overly complex checkout process with too many individual steps or missing information that has a negative impact on trust could prevent a successful conversion. Identify these weak points and optimise accordingly to increase your conversion rate.
Conclusion: Build a successful TikTok Shop through video content & continuous optimisation
A successful TikTok shop requires more than just uploading products - it thrives on creative, authentic video content and continuous optimisation. TikTok users especially appreciate content that is spontaneous, entertaining and authentic, which is why it is crucial to create your content in the popular TikTok style and include UGC or influencer collabs to build trust in your brand. However, it's not enough to simply produce good videos.
Continuous analysis of performance data, targeted tracking of user behaviour with tools such as TikTok Pixel and A/B testing are essential to continuously optimise your ads and achieve higher conversions. Only through this continuous adjustment and learning from the results can you ensure that your TikTok Shop is successful in the long run and that your target group is reached effectively.
Want to take the first step towards social commerce success? Buy UGC from our very own Speekly creators now!
