I’m not a betting woman, but if I were, I’d put all my money on TikTok Shop dominating eCommerce in the UK by the tail-end of 2025.
TikTok Shop is already playing a pivotal role in the marketing ecosystem, offering a unique space for brands to connect with both consumers and influencers. The only question brands will need to ask themselves is, “Should we jump into TikTok Shop now, or wait and watch?”
Awareness >> Conversion
TikTok boasts 50million+ daily active users, with 18.68% of the UK logging in daily. This insane reach offers brands a chance to capture the attention of potential customers. Moreover, numerous studies show that 1-in-3 UK shoppers will make a purchase after seeing a product on the app.
The Key to Gen Z
TikTok has become a Gen Z stronghold, surpassing traditional media when it comes to daily engagement. This younger demographic is more likely to discover new products on the platform, as opposed to search engines, presenting a unique opportunity for smaller brands to establish themselves and engage with Gen Z consumers.
The Lower the Barrier, The Easier the Sale
With the cost-per-click on Amazon on the rise, TikTok Shop offers a less competitive playground for ads. TikTok Shop’s Affiliate Marketplace enables brands to advertise their products based on referral sales, meaning they only pay when a sale is completed.
Savvy brands could (+ should!) recruit a roster of content creators to drive organic traffic, reducing advertising costs. TikTok are eager to get new sellers on the platform and will retain low commission fees, relative to Amazon.
Early Adopters
We can assume that TikTok’s search algorithm, like Amazon’s, takes various factors into account, including sales history, reviews, click share, and even affiliate-related elements such as creators promoting the product. Brands that establish a strong presence early on may seize the opportunity to rank higher in organic searches—a challenging feat on Amazon, where many products are already well-established.
An Integrated Dreamland
Platforms like Amazon struggle to incorporate UGC into their shopping experience, however, this is where TikTok Shop thrives. It seamlessly pairs content creators with brands and products, offering a far more engaging and interactive shopping experience.
Take a search for protein powder. When clicking on Muscle Milk in the search results, you’re taken to a product page with a creator video playing in the background endorsing the product. This is a shopping experience that puts UGC (vs. brand-generated content) in the foreground. It’s not what you say, but what others say that counts.
No Doubting the Data
In a world where ROI can be hard to track—TikTok Shop provides valuable insights on how many people have purchased a product, offering social proof to consumers and enabling brands to assess market trends and competitors’ success.
For those still Pondering…
If TikTok is already a strategic focus for your brand, then experimenting with TikTok Shop is a no brainer.
It’ll allow you to remove all the unnecessary friction of sending them somewhere else whilst extending your reach. And, because it’s currently a less-crowded marketplace, there’s more chance to stand-out.
The important thing to keep in mind is that you need the ability to directly ship to consumers (using either your own or TikTok’s shipping providers). So, brands who primarily sell using 1P models where the retailer buys, warehouses and ships products will need to build new logistics capabilities.
If you’re considering switching to an Amazon 3P or hybrid model on Amazon, there’s no reason why you can’t also list your products on TikTok — provided you’re also making investments in the right video content and affiliate influencers to get it noticed.
All that’s left is to set your alarm. Don’t be sleeping on TikTok Shop.
Want to make your social, social-first?
Our social media marketing team will be happy to give expert advice and chat you through our experience.