TikTok Shop and the Rise of Social Commerce

06/06/2025

TikTok is now the most downloaded app in the world, with 773 million global downloads recorded last year. In 2023 TikTok introduced their ecommerce platform to the app and since then the success and popularity of their ecommerce feature has continued to expand. It is redefining how people discover and buy products online, especially in the fashion, beauty, homeware, and lifestyle industries. With in-app purchasing, livestream selling, and product recommendations embedded directly into user feeds, TikTok is blurring the lines between social media and ecommerce.

What Is TikTok Shop?

TikTok Shop is a built-in ecommerce feature that allows creators and brands to sell products directly on TikTok, without sending users off the platform. It includes:

• Shoppable videos and livestreams
• A dedicated product tab on user profiles
• Checkout directly within the app
• Affiliate tools for influencers

This makes it easy for users to discover a product, get inspired by real-life use, and make a purchase, all with the convenience of doing it in one app. This means the journey from discovery to conversion is often a matter of minutes.

The Rise of Social Commerce

Social commerce is expected to grow into a £70+ billion industry in the next few years. Platforms like TikTok, Instagram, and Pinterest are all investing in seamless shopping experiences that reduce friction and capitalise on impulse buying. For small brands, TikTok in particular offers reach and engagement that traditional ecommerce platforms often can’t match on their own.

Does This Mean Websites Are Less Important?

Not at all. In fact, your website is now more important than ever, but the way it functions within your digital strategy is evolving.

TikTok Shop may drive initial discovery and fast conversions, but customers still rely on websites for:

• Brand trust and legitimacy
• Detailed product information and high-resolution images
• Customer reviews and policies like returns, shipping and guarantees
• Upsells, cross-sells and full product collections
• Deeper storytelling, content, and SEO visibility

Relying solely on TikTok (or any platform) makes your business vulnerable to algorithm changes and platform policies. A strong, well-designed website remains the foundation of a sustainable brand as it is where you control the customer experience and data.

In Summary

TikTok Shop is changing the way consumers discover and purchase products, especially among Gen Z and Millennials. However, while it’s a powerful sales tool, it should not replace a brands website, it should work alongside it. By adapting your website to support and extend the TikTok journey, you will build a stronger brand, earn long-term customer trust, and convert social traffic into customers.