TikTok is no longer just for scrolling down through trending videos—it’s changing the way people shop. With live shopping, in-app purchasing, and product showcases, TikTok Shop is making it easier than ever for brands, creators, and businesses to sell directly to engaged users. Hashtags like #TikTokMadeMeBuyIt have fueled a shopping frenzy, with millions of users discovering and buying products.
If you haven’t tapped into TikTok Shop yet, you’re missing out! With billions of downloads worldwide and a growing culture of impulse buying, this platform is a game-changer for e-commerce. Whether you’re a small business owner, a content creator, or looking to expand your online store, TikTok Shop offers powerful tools to drive sales.
We’ll walk you through how to set up your shop, attract the right buyers, and maximise your success on TikTok. Let’s get started!
What is TikTok Shop?
TikTok Shop is an in-app shopping feature that enables users to discover, browse, and buy products without leaving TikTok. Officially launched in the U.K. in 2021, it simplifies the purchasing journey by eliminating external links and streamlining checkout within the platform.
How Does TikTok Shop Work?
TikTok Shop allows sellers and creators to showcase their products across multiple touchpoints:
1. Shop Tab
A dedicated marketplace where buyers can explore products by category, view daily deals, and receive personalised recommendations.
2. Shoppable Videos
Videos featuring product links that enable users to click, browse, and purchase instantly through an in-app checkout.
3. Product Showcase/Shop Page
Sellers and creators can display their full product catalog on their TikTok profiles under the Shop tab.
4. Live Shopping
Brands and creators can feature products in livestreams, allowing real-time audience engagement and instant purchases.
Who Can Use TikTok Shop?
TikTok Shop is currently available in these regions: Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, United Kingdom, United States.
Users can register as a seller, creator, shopper, or partner depending on their role within the platform.
TikTok Shop for Sellers
Sellers can list products, feature them in videos and livestreams, and make them discoverable on the TikTok Shop Marketplace. They can also opt for Fulfilled by TikTok (FBT), an outsourced fulfillment service that handles storage, packing, and shipping.
TikTok Shop for Creators
Creators can promote products via the TikTok Affiliate Program, earning commissions on sales generated through their videos and livestreams.
TikTok Shop for Shoppers
TikTok users can browse products, buy directly within the app, and take advantage of personalised recommendations and exclusive deals.
TikTok Shop for Partners
Businesses providing e-commerce tools and services can join TikTok Shop as partners to support sellers and creators.
Benefits of TikTok Shop
1. Seamless Shopping Experience
Users can purchase products directly from TikTok without redirections, reducing friction in the buying process.
2. Higher Conversion Rates
In-app checkout reduces cart abandonment and boosts conversions by streamlining the buying journey.
3. Repeat Purchases and Customer Loyalty
Over 81% of TikTok Shop sales come from repeat buyers, proving its effectiveness in customer retention.
4. Additional Revenue Streams for Creators
Creators can earn commissions through product promotions, turning their influence into income.
5. Optimised Fulfillment with FBT
Sellers can outsource fulfillment to TikTok’s logistics partners, reducing operational overhead.
TikTok Shop Features and Business Tools
1. Product Showcase Tab
Sellers can curate a digital storefront on their TikTok profile.
2. Fulfilled by TikTok (FBT)
A logistics service handling inventory storage, order picking, packing, and shipping.
3. Shop Ads
Sellers can run Product Sales Campaigns via the Seller Center to boost product visibility.
4. Third-Party Integrations
TikTok Shop integrates with platforms like Shopify, WooCommerce, and BigCommerce for seamless operations.
5. Creator Analytics for Sellers
Track the effectiveness of collaborations with creators using TikTok’s new reporting tools.
6. Target Coupons
A promotional feature allowing sellers to offer personalised discounts to specific customer segments.
How to Sell on TikTok Shop
Step 1: Register for a TikTok Seller Account
Sign up using an existing TikTok account or register with an email/phone number and provide business details.
Step 2: Verify Your Business Information
Upload identity proof (passport, driver’s license, or business license) for verification.
Step 3: Add Products to Your Shop
Start with your best-selling items and optimise listings with detailed descriptions, images, and keywords.
Step 4: Link Your Bank Account
Ensure you receive payments by linking your TikTok Shop account to your bank.
Step 5: Promote Your TikTok Shop
Use videos, livestreams, and shoppable links to drive traffic to your store.
Best Practices for Selling on TikTok Shop
1. Educate Your Audience on How to Buy
- Since TikTok Shop is still new, create videos explaining how users can purchase products within the app.
2. Optimise Product Listings
- Use concise, keyword-rich product titles.
- Write detailed descriptions using bullet points.
- Avoid promotional language like “best” or “cheap” in product titles.
3. Create Engaging Shoppable Videos
- Focus on product demos, tutorials, and real-life use cases.
- Use trends and storytelling to keep content engaging.
4. Use Live Shopping for New Product Launches
- Demonstrate new products in real time.
- Answer customer questions live to boost confidence.
5. Use Limited-Time Deals and Offers
- Offer exclusive discounts during live shopping sessions.
- Create urgency with time-sensitive promotions.
What Does TikTok Shop’s Future Hold In Store?
So far, it’s getting mixed responses. That said, it’s still early days.
Abby Ohlheiser, senior tech writer at Vox, has described it as “a mix of Amazon and Wish or Temu.” She points out that big, verified brands’ products are sold next to cheaper goods that seem scammy. The New York Times also reported on a similar trend. In an article, TikTok Popularises Products. Can It Sell Them Too?, it reveals that the platform actually explained that it’s actively driving videos with shopping buttons into the feeds of its users.
Even with this aggressive marketing plan, brands aren’t necessarily seeing the same success that those in the Asia-Pacific region (APAC) are enjoying.
User experience aside, adoption is also getting mixed responses at this time. According to the Statista Research Department, a third of shoppers who use TikTok on a daily basis haven’t used it yet. They’re also not interested in trying it out. On the other hand, about 30% of those who use the platform each day have used it before. So, it’s currently a pretty even split.
TikTok’s own numbers paint a similar picture. According to the TikTok Marketing Science Global eCommerce Study completed by Material, a quarter of TikTok users have shown interest in buying via TikTok LIVE.
That said, estimates indicate that by 2026, about 40 million TikTok social buyers will have bought directly through the app or via links shared on the app.
As TikTok Shop is already optimised for mobile users and incorporates social proof, it ticks many boxes for online selling. Perhaps TikTok Shop’s biggest threat is the looming risk of a TikTok ban in the US. Time will tell.
How To Grow with TikTok Shop
TikTok Shop offers a frictionless shopping experience that drives engagement, conversions, and repeat purchases.
With the ability to streamline the buying experience, TikTok Shop creates plenty of opportunities to maximise your sales. However, you need to be strategic with your approach if you’re going to get people to convert.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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