TikTok Shop: a new era of social commerce
TikTok has rapidly redefined how consumers discover and purchase products. Its unique algorithm and engaging content formats have made it a fertile ground for brands aiming to drive sales through influencer partnerships.
TikTok Shop integrates e-commerce directly into the platform, allowing users to purchase products featured in videos seamlessly. This feature has significantly shortened the customer journey from discovery to purchase.
TikTok turns impulse buying into an art form
TikTok Shop is all about community. The comments section feels like a conversation—creators and fans share their experiences, and that authenticity drives trust and sales.
People trust recommendations from their peers. That’s why we see so much success with creator-tagged comments in TikTok Shop campaigns.”
Treat yo’self on TikTok
Mollie also highlights the concept of “treat culture,” where small, affordable purchases make people click: “It’s easy to buy into something when it feels fun and low-risk. And when you see others loving a product, the FOMO is real. The magic really happens when brands pair that with thoughtful storytelling. People need to feel good about their buying decisions.”
L'Oréal nailed it with their “skin cocktail” trend. They created buzz around mixing their products, and it took off. People wanted to try it immediately. It’s the kind of content that makes you stop and say, “I need that now”. And then get it.
Democratising the market from exclusivity to accessibility
Luxury brands are shifting their approach on TikTok, moving from polished, high-production ads to more authentic, behind-the-scenes content. “We’re seeing them embrace a more unpolished, relatable presence,” says Mollie. “This shift humanises their brand, making them more accessible to a broader demographic.”
At the same time, smaller brands are finding new opportunities to thrive. “TikTok’s democratised e-commerce levels the playing field,” Mollie explains. “Even without massive budgets, brands can build loyal followings by leaning into authenticity and creating fun, engaging content.”
TikTok Shop reportedly sells a beauty product every two seconds, driven largely by influencer content that sparks viral trends and impulse purchases.
Strategies for success on TikTok Shop
Luxury brands are shifting their approach on TikTok, moving from polished, To capitalise on TikTok Shop's potential, brands should consider the following strategies:
- Engage with micro and nano-influencers: These creators often have highly engaged communities. In 2024, 64% of marketers reported working with micro-influencers, recognising their ability to drive authentic engagement.
- Have fun: Be playful, experiment, and use every tool TikTok offers, from interactive content to live streams.
- Monitor analytics and adapt: Understand what content resonates with the audience so you can keep improving.
- Keep it real: Stay authentic, and your audience will stick around.