May 7, 2026
TikTok is no longer just the place for dance trends, funny videos and viral recipes it’s quickly becoming one of the biggest shopping destinations online.
This week, TikTok launched a brand-new global campaign for its advertising platform with the catchy slogan: “Watch it. Love it. Want it.” And honestly, it perfectly sums up how people are using the app today.
What starts as a quick scroll often turns into discovering a new skincare brand, finding the perfect outfit, or suddenly deciding you absolutely need a gadget you didn’t even know existed five minutes earlier.
TikTok knows this too, which is why it’s doubling down on shopping and product discovery.
The platform says users come to TikTok to discover new things, connect with what they love and join conversations that matter to them. Whether it’s a small independent business or a huge global brand, companies are now tapping into that journey to drive real sales and customer engagement.
And the numbers back it up.
TikTok is becoming one of the most influential platforms when people are deciding what to buy. According to research from Ipsos, TikTok ranks as the most influential platform during the “consideration” stage basically the point where customers are thinking: “Do I actually want this?”
In fact, 93% of daily TikTok users say they use the platform to research products before making a purchase. That’s huge.
Consumers aren’t just watching videos for entertainment anymore. They’re actively looking for recommendations, reviews, demonstrations and inspiration before spending their money.
And unlike traditional online shopping journeys where people might discover a product on one platform and buy it somewhere completely different TikTok is trying to keep everything in one place.
You see a product, you watch someone use it, you read the comments, you get influenced.
And then… you buy it. All without leaving the app.
That seamless journey is exactly what TikTok wants brands to understand with this latest campaign.
Shopping on TikTok is already growing rapidly across Europe too.
In Germany, one in seven shoppers has bought something through TikTok at least once. Meanwhile, in the UK, 31% of online shoppers are now making purchases directly through the platform.
That’s a major shift in consumer behaviour.
TikTok also revealed there are now over 100,000 TikTok Shop merchants across the EU, showing just how quickly businesses are embracing social shopping.
And it’s not just one industry benefiting either.
Fashion is currently the biggest-performing category on TikTok Shop, followed closely by beauty, homeware and technology products.
Beauty in particular is booming.
TikTok recently shared that the beauty category on TikTok Shop in the UK grew by an incredible 60% year-on-year in 2025, making TikTok Shop the fourth-largest beauty retailer in the country.
That’s an incredible achievement for a platform that originally started as an entertainment app.
But when you think about it, it makes perfect sense.
People trust people more than traditional adverts. Watching a real creator test a product, share honest opinions and demonstrate results feels far more authentic than a polished TV commercial.
TikTok has mastered that “word-of-mouth” feeling online. And brands are paying attention.
The platform has been heavily investing in in-app shopping features for several years, following the same strategy that made its Chinese sister app, Douyin, massively successful.
To put that into perspective, Douyin reportedly generated more than $500 billion in sales in 2025 alone.
TikTok’s own shopping figures are climbing fast too, with reports suggesting it generated $26.2 billion in gross merchandise volume during the first half of 2025.
Those are eye-watering numbers and a clear sign that social commerce isn’t just a trend anymore. It’s becoming a normal part of how people shop.
For businesses, this creates a huge opportunity.
Brands that understand how to create entertaining, authentic and engaging content are finding massive audiences on TikTok. And with shopping now fully integrated into the platform, turning views into sales has never been easier.
The brands winning on TikTok aren’t necessarily the ones with the biggest budgets either. Often, it’s the businesses creating relatable content, jumping on trends and building genuine connections with their audience that see the best results.
TikTok’s latest campaign is essentially a message to brands saying: if your customers are already discovering products here, why not sell to them here too?
As online shopping habits continue to evolve, TikTok is positioning itself as far more than a social media platform. It wants to become a complete shopping experience from discovery all the way through to checkout.
And judging by the growth so far, it’s working.
If your business isn’t exploring TikTok marketing or TikTok Shop yet, now could be the perfect time to start.
Our team can help you create a TikTok strategy that actually connects with your audience, builds engagement and drives real sales. Whether you’re completely new to TikTok or looking to grow your existing presence, we’re here to help.
Get in touch with our team today and let’s turn your scroll-stopping content into results.