social-media
Why Ecommerce Brands Should Utilise Tiktok Shop
Published: 01/07/25 - Updated: 01/07/25
TikTok isn’t just another social media platform, it’s redefining how consumers discover, consider and purchase products. Audiences can go from discovery to consideration to purchase all within the platform itself. For ecommerce brands, TikTok should play an integral role in your marketing strategy and with TikTok shop it offers more than just an opportunity to tap into viral short form videos. It representas a fundamental shift in purchase behaviour, driven by algorithmic curation, creator driven trust and seamless, native checkout.
A new customer journey
Traditional ecommerce models often reply on driving traffic from ads or social content to a brand’s website. It can be a fragmented journey that loses many potential customers along the way due to UX rather than a loss of interest in the product. TikTok collapses this funnel. Users scroll the For You Page, see a creator they trust recommend a product, and with a couple of taps complete the purchase all without ever leaving the app.
This shows how the TikTok algorithm places the right products in front of the right people at the right time. The seamless integration of discovery and conversion changes the game for ecommerce brands, making the platform a hybrid of social engagement and impulse friendly retail. With 76% of Gen Z saying they make purchases to relieve stress, an entertainment platform needs to be a part of the purchase journey.
Social Proof through creators
At the core of TikTok shops success is its thriving creator ecosystem. TikTok refers to itself as an entertainment platform not a social platform really centering itself as creator first. Instead of relying on polished ads, TikTok Shop empowers creators on the platform to share genuine, often unfiltered product experiences. These creators can be household names or a stay at home parent that is looking to make some extra cash. These creators act as trusted intermediaries, providing social proof and lending authenticity to brands in a way that traditional D2C website simply can’t replicate the personal and connective energy that a creator can bring to the content they make.
For instance, a beauty influencer doing a ‘get ready with me’ video can organically feature a skincare product available on TikTok shop. Viewers don’t just see the product, they see it in action, how it works and can hear the creators first hand feedback AND users get an embedded link to purchase on the spot. The trust and immediacy are hard to recreate outside the platform.
Ecommerce brands no longer need to build complex affiliate programs instead TikTok offers a built in affiliate marketplace, connecting brands with thousands of potential creators all over the world who are incentivised to sell.
Conversion rates that beat traditional D2C
What is most compelling for ecommerce markets thinking about starting on TikTok Shop is the data. According to industry benchmarks and early adopters, TikTok Shop is delivering significantly higher conversion rates compared to traditional D2C websites. While average ecommerce conversion rates typically hover around 1-3% TikTok shop campaigns are seeing 5-10% conversions rates or higher when paired with the right creators. The combination or entertaining content, impulse driven products, algorithmic targeting and in app check out, this creates the ideal environment for conversions.
Future of ecommerce
TikTok shop isn’t just a trend, it’s a glimpse into hte future of ecommerce. Younger consumers are prioritising, speed, UX, authenticity and entertainment in their buying experiences. TikTok shop delivers on all of these and some. As a combine native, creator powered generation they turn to an online market place that syncs with their way of life
For brands, it;’s time to think beyond traditional marketing and beyond traditional social media marketing and start viewing TikTok and an end to end growth engine.
Let’s Make TikTok Shop Work for Your Brand
If you’re an ecommerce brand relying solely on traditional D2C models, you’re leaving sales on the table. At Kaizen, we help brands unlock the full potential of TikTok as a performance-driven, creator-powered sales channel.
Get in touch with our team to build a TikTok Shop strategy that actually converts – contact@kaizen.co.uk.
Amanda Easter
With over 6 years of experiences in Social Media Management both at agencies and in house, Amanda brings her knowledge from brands in the UK, US and Europe. Since joining the team in 2021, Amanda has scaled up our influencer offering and co-founded our Social Media department, diving into building unique strategies for our clients and leading the team in implementing these across all social channels.