February 27, 2025
The way we shop has changed massively, and TikTok is leading the charge. The recent report, Commerce Redefined, dives into how the platform is shaking up e-commerce by blending entertainment, authenticity, and seamless shopping experiences. With discovery-driven commerce and user-generated content at its heart, TikTok isn’t just a social platform anymore—it’s a shopping powerhouse. Here’s how it’s making waves for both consumers and brands.
Discovery
Traditional shopping journeys used to be pretty linear—awareness, consideration, and then purchase. But TikTok has completely flipped that on its head. Thanks to the For You feed, users discover new products in a way that feels effortless, often before they even realise they need them. This shift from intent-based search to spontaneous discovery is a game-changer.
According to the report, three in four TikTok users see it as the go-to place to discover new brands and products. The impact is so huge that hashtags like #TikTokMadeMeBuyIt have taken over, with millions of users sharing their latest finds. The takeaway? Brands have a golden opportunity to reach engaged audiences and drive instant conversions.
Authenticity
These days, people crave real, unfiltered connections with brands. TikTok’s creator-led commerce model is making that happen. Unlike traditional ads, which can feel too polished or pushy, TikTok thrives on genuine, real-life product experiences shared by everyday users and influencers. The report found that 55% of TikTok users are more likely to trust brands after seeing them recommended by creators.
This authenticity translates into higher engagement rates. 52% of TikTok shoppers actively interact with brand content, beating traditional e-commerce platforms. Whether it’s unboxing videos, tutorials, or live shopping events, brands that embrace creator-led storytelling are winning hearts—and wallets.
Strategy
TikTok’s impact on shopping goes way beyond in-app purchases. It’s blurring the lines between content and commerce, influencing sales across multiple channels. The report highlights three key strategies for brands looking to make the most of it:
- Make the Most of In-App Shopping: TikTok Shop, launched in 2023, offers native shopping features like shoppable videos, live streams, and dedicated storefronts. This creates a seamless buying journey within the app.
- Always Be Active: Brands can combine TikTok’s upper-funnel engagement with e-commerce platforms to drive conversions. AI-powered tools like Smart+ help automate and optimise sales performance.
- Blend Online and Offline Strategies: TikTok’s influence isn’t just digital. By mixing paid ads with organic content, brands can drive footfall to physical stores while keeping audiences engaged within TikTok’s ecosystem.
TikTok has totally changed how people discover and engage with brands. Its mix of entertainment, authenticity, and commerce makes shopping more fun, interactive, and effective. The study confirms that TikTok isn’t just a passing trend—it’s redefining retail. Brands that jump on board now will be ahead of the game, whether through organic content, creator partnerships, or in-app shopping features. The next big purchase? It’s probably just a scroll away.
Want to make sure that your brand isn’t left behind? Let’s chat.