Consumers are finding new ways to knock out their holiday gift shopping this season. And they don’t have to go far to do it — it’s the same place an increasing number of them are already spending their screen time.
TikTok Shop, the social media platform’s latest venture into e-commerce, only came on the scene in the U.S. in September, but it’s already proving to be a viable channel upon which to build brands and drive sales.
Capitalizing on the #TikTokMadeMeBuyIt trend, TikTok Shop has brands queueing up to take advantage of the platform’s built-in, actively engaged audience to create their own shoppable channels directly in the app.
For good reason. The platform’s lucrative, locked-in audience, ease of use and low barrier for entry combine to create an enticing opportunity for many brands, says Victor Lee, president of Advantage Unified Commerce (AUC), a unit of Advantage Solutions.
AUC, a digital agency that specializes in e-commerce, is a TikTok Shop partner and its teams have been working with brands to build a TikTok Shop presence since the marketplace launched. And they’ve had plenty to keep them busy.
“I believe in the premise of different and new, and I tell our clients every single time by not trying something, you’re subscribing to ‘We’re gonna stick with what we’ve always done,’” Lee says. “And we know how that story ends.”
Shoppers, meanwhile, are not doing what they’ve always done. TikTok is awash in Millennial and Gen Z consumers, and they’re increasingly turning to social media to research products and make purchases.
Nearly half of respondents ages 18 to 29 say they plan on buying some holiday gifts on social media apps, according to a recent Shopify-Gallup survey. Further, a whopping 86% of Gen Z shoppers say social media influences their shopping habits, according to ICSC.
These shoppers have met their match with TikTok Shop. The platform’s users spend an average of 90 minutes per day on the app, and they’re more likely to interact with ads than users on other social media platforms, Lee says.
There’s a lot of buying going on. Some 55% of TikTok users have bought something from a brand after seeing their products on the app, and 50% have made a purchase after watching a TikTok Live. According to eMarketer, the platform is expected to have 33.3 million U.S. social buyers this year.
‘You Get What You Put Into It’
Because TikTok Shop is integrated into the app, users are almost guaranteed to be exposed to the e-commerce platform and land on a brand’s Shop or run into a TikTok Shop livestream. From there, all they need to do is make a couple of clicks and have products shipped directly to their doors.
“That back-end magic is important because as a consumer, any time there’s a barrier of entry, we give up,” Lee says. “TikTok basically did an experiment, found out it worked, and instead of sticking with the traditional, they embraced the new opportunity.”
Some brands have a head start. Those already on Shopify can connect directly into TikTok Shop’s infrastructure. Setup is quick and low-cost.
“Like most things, you get what you put into it,” says Cory Krehbiel, AUC’s associate director of business development. “TikTok is expecting brands they partner with to fully invest in Shops. If a brand is putting together a quality content strategy with diversified videos and livestreams and invests in their shop, they can expect to see amplified reach, accelerated sales, partnership growth, and build a loyal TikTok community.”
A Strategic Approach to Digital Customer Engagement
The platform feature’s launch and fast ascent has Krehbiel and his team at AUC immersed.
“We’re TikTok Shop partners, and we know the platform inside and out,” he says. “And we envelop ourselves in each brand we work with. This starts with an audit of a brand’s category and its competitors, understanding tone and brand messaging.”
This upfront assessment ensures a brand’s message resonates with the TikTok audience — and that its infrastructure can support seamless purchases. Once the platform fit is clear, AUC handles onboarding, setup, shop design, content strategy, live operations, influencer identification, contracts, analytics, and more — all in service of effective digital customer engagement.
AUC also develops tailored full-funnel media plans across TikTok Shop’s unique ad formats to drive conversions.
Influencer strategy isn’t required, but it can accelerate visibility. “Users build trust with the influencers they follow, allowing brands to generate invaluable user-generated content (UGC), easily showcase product usage and then convert to sales,” Krehbiel says.
Should Every Brand Try TikTok Shop?
Lee cautions against assuming the platform is right for everyone. Not all product types resonate with TikTok users — and successful engagement demands time, creative investment, and testing.
“It’s not a magic bullet,” Lee says. “You need to ask the right questions and evaluate quickly — but if the platform is a fit, the opportunity is massive.”
Standing still, he warns, can be more dangerous than calculated experimentation. “The battleground in retail marketing is about attention and conviction. If you wait too long, the next trend is already here.”
