TikTok’s unique ability to entertain users, build community, influence niche and mass audiences, and drive product awareness and virality can give brands an opportunity unlike anywhere else.

Benefits of TikTok Shop

• Shopping Intent: TikTok Shop is beneficial to brands looking to interact and leverage it as a revenue-driving channel with current and new-to-brand audiences. 70% of TikTok users discover new brand and products on TikTok. 83% of users say that TikTok plays a role in their purchase decision.
• Audience Diversity: Audience diversity is also a huge benefit. A February 2024 study by eMarketer shows that TikTok leads in daily usage across most age groups, outperforming other major social platforms for users up to age 64. This demonstrates its broad appeal beyond just younger audiences.
• Commerce Impact: While the experience begins in-app, shoppers on the platform are also heading online and in-store to make a product purchase.
  • 48% of users are more likely to discover new products and immediately purchase on TikTok.
  • Over 70% of users are likely to take an off-platform action after viewing a shopping ad on TikTok.
  • 2 in 5 users who discover a product on TikTok head to a physical location that sells the item. 
• Affiliates and Influence: TikTok Shop enables collaboration with affiliates and influencers through content and TTS’s storefront capabilities. Creators make authentic and relatable content and tag the products being used directly to their videos—giving the audience a portal to purchase from the creators they already trust.

Considerations for Brands on TikTok

• Price Point: For brands contemplating joining TikTok Shop, price point consideration is key. The platform works best for products under $100 that take less consideration to purchase.
• Categories: Brands in the following categories tend to trend/sell well on TikTok:
  • Beauty
  • Fashion and Apparel
  • Home Decor and DIY
  • Tech Gadgets and Electronics
  • Health and Fitness
  • Food and Beverage
• Content: Brands should be sure they have a content plan for their product(s). Without a solid content strategy and quality videos/creators producing content, it will be hard to sell products and build brand legitimacy and loyalty.
• Approach: Brands should approach TikTok Shop with a full-funnel sales strategy, from brand awareness through conversion. TTS is a great way to connect with and influence consumers, test agile campaigns, promotions, and features like TikTok livestreams, and quickly grasp what does and doesn’t work for your key audience(s). Brands who are in the mindset of leveraging TTS to experiment and learn will reap the biggest rewards.