TikTok, the social media platform that has been growing extremely fast for years, has over 1.5 billion monthly active users worldwide and plans to increase this number to 2 billion by the end of 2025. With the launch of TikTok Shop, the company is expanding its platform to include an e-commerce function that will allow users to buy products directly via the app. This feature has already achieved impressive success in other countries: In the US, TikTok Shop reached a gross merchandise volume (GMV) of around USD 9 billion in 2024, while in the UK, sales rose from USD 600 million to USD 1.5 billion.
TikTok Shop: What you should know about it
TikTok has long since established itself not only as a platform for entertainment but also as a powerful tool for online commerce. With TikTok Shop, brands can sell their products directly within videos, creating an entirely new shopping experience. We’ll explain what TikTok Shop has in store for you and which businesses can benefit the most from it.
TikTok has long since established itself not only as a platform for entertainment but also as a powerful tool for online commerce. With TikTok Shop, brands can sell their products directly within videos, creating an entirely new shopping experience. We’ll explain what TikTok Shop has in store for you and which businesses can benefit the most from it.
What is TikTok Shop?
TikTok Shop is an innovative e-commerce feature of the popular social media platform TikTok that will allow users to buy products directly via the app. Brands, retailers and creators can then sell their products via TikTok Shop without customers having to leave the platform. This feature seamlessly combines entertainment and shopping, making the buying process as simple and direct as possible for its users.
How does TikTok Shop work?
TikTok Shop offers various options for selling products directly to the target group. Clever integration of shopping features into existing content formats makes the purchasing process as interactive and entertaining as possible.
The most important sales formats are:
In-Feed Videos: Products are advertised directly in TikTok videos and can be purchased with just a few clicks.
Live Shopping: Creators and retailers can present and sell their products directly during a livestream.
Product showcases: Brands can set up their own shopping page within their TikTok profile.
Affiliate programmes: TikTok allows creators to promote products from merchants and earn commissions for doing so.
Why is TikTok Shop a game changer for companies?
TikTok Shop is changing the way brands sell their products and interact with their community. By directly linking content and commerce, shopping becomes a natural part of the TikTok experience. The most important advantages for companies are:
Seamless shopping experience: customers can discover, rate and buy products directly - all in one app
High engagement rates: TikTok users interact intensively with content, which leads to higher conversion rates.
Authentic marketing: UGC (user-generated content) and creator collaborations make advertising more credible and increase trust in the products.
Viral sales opportunities: A trend or a viral video can increase the sales of a product exponentially.
Reach new target groups: Gen Z and Millennials in particular are active on TikTok and open to innovative and seamless shopping experiences.
Who is TikTok Shop suitable for?
TikTok Shop is the ideal tool for:
E-Commerce-Brands
that want to use social commerce as a growth driver
DTC or B2C brands
that want to sell without intermediaries.
Creators und influencers
who want to build their own brand or benefit from affiliate partnerships.
Amazon and Shopify merchants
who want to expand their reach through an additional sales channel model.
Best practices for TikTok Shop
In order to use TikTok Shop successfully, brands and retailers should follow proven strategies. The following tips will help you utilise the full potential of the new function on TikTok:
Use live streams: Live shopping has a particularly high conversion rate.
Typical TikTok content: Products that are presented in an entertaining way sell better.
Creator cooperations: Authentic product placements by influencers are particularly effective.
Optimised product pages: Good images, precise descriptions and fast delivery times increase the likelihood of purchase.
Conclusion: Is TikTok Shop the future of online shopping?
The combination of social media and e-commerce (social commerce) offers enormous potential for brands, retailers and creators. TikTok Shop simplifies the online shopping experience and makes it more entertaining and approachable at the same time. Those who embrace this trend early on can secure a competitive advantage in the long run.
We will update this article as soon as TikTok Shop launches in Germany.
