Table of contents:
- The TikTok phenomenon - an app that transforms more than just the online space
- Why do users love TikTok?
- Is selling on TikTok worth it?
- TikTok Shop - the new standard for social media sales
- How does TikTok Shop work?
- How to effectively use TikTok for online sales?
- Is it necessary to sell on TikTok?
Not long ago, the eCommerce industry was dominated by the belief that "if your store isn't on Facebook or Instagram, it's as if it doesn't exist" (or at least isn't reaching its full potential). While there's still some truth to that, there's now a growing emphasis on the need for online stores to establish a presence on TikTok. Especially since, in certain countries, the platform already offers a dedicated space for selling, unlocking entirely new opportunities for brands.
How does TikTok Shop work? Can every industry find success in this fast-paced environment? And how can you create an effective sales strategy for this platform? You'll find answers to these questions in our article. Discover how to tap into TikTok's potential for your online store!
The TikTok phenomenon - an app that transforms more than just the online space
Initially popular among teenagers and filled with entertaining dance videos, TikTok gradually evolved into a global phenomenon. Today, it’s one of the most popular social media platforms, revolutionizing how users consume content online.
With over a billion users worldwide now, TikTok made its debut in China in 2016, entering the U.S. and European markets a year later under the name Musical.ly. At the time, its primary audience was young people, who mainly used the app for fun, creating short videos with dance routines set to popular music. A pivotal moment in TikTok's journey came with its rebranding (from Musical.ly to TikTok) and the onset of the pandemic, during which the app experienced explosive growth. By September 2021, it had become the fastest-growing social media platform in the world. Today, TikTok caters to a diverse audience of all ages, offering a wide range of content—from educational tutorials and fashion trends to cooking tips and even a dedicated space for product sales.
Why do users love TikTok?
TikTok stands out among social media platforms due to its unique approach to delivering content. The app uses an advanced algorithm that suggests videos based on a user’s interests, interactions and viewing history. What’s particularly compelling is the random nature of the content—users never know what video will come next. This unpredictability, combined with the short video format, creates an engaging experience that often turns a quick scroll into an extended session.
Another defining feature of TikTok is its content style. The platform thrives on vertical, full-screen videos with sound, perfectly optimized for mobile devices. TikTok’s content is authentic, creative, and dynamic - often aligned with current trends or designed to encourage direct interaction, such as through challenges. The platform fosters an open environment for new ideas and fresh formats, enabling users and brands to experiment with content and build engagement in unconventional ways.
TikTok’s unique character means that success on the platform isn’t simply a copy-paste of strategies from other social media, like Facebook or Instagram. To thrive, it’s essential to understand TikTok’s nuances and create content that aligns with its principles - natural, captivating, and tailored to the video format.
Is selling on TikTok worth it?
TikTok is a platform that attracts over 1 billion active users worldwide, with more than 14 million users in Poland alone (according to the "Social Media 2024" report by Gemius). But it’s not just the numbers that set TikTok apart—it’s how users interact with the platform. On average, users spend 1 hour and 27 minutes daily on TikTok, significantly more than on Instagram (23 minutes) or Facebook (50 minutes). This extended interaction time makes TikTok not only an entertaining space but also a powerful marketing and sales tool.
What further distinguishes TikTok users is their exceptional engagement, driven by higher levels of trust in creators. Content on the platform feels authentic, which is why short videos recommending products can quickly go viral, garnering thousands of views within hours. The hashtag #TikTokMadeMeBuyIt is a prime example—millions of users admit to purchasing specific products after watching spontaneous, natural recommendations from creators.
Source: TikTok (https://vm.tiktok.com/ZNewqaGUQ/ | https://vm.tiktok.com/ZNewqvpGW/ | https://vm.tiktok.com/ZNewW6M6g/)
TikTok Shop - the new standard for social media sales
The creators of TikTok have taken the platform’s sales potential to the next level. In 2023, TikTok introduced its own in-app shopping feature, TikTok Shop. This new functionality allows users to make purchases directly within the app, eliminating the need to visit external websites. With just a few clicks, an inspired shopping impulse triggered by a short video can be instantly fulfilled. This feature is also highly effective during live streams, where users can purchase showcased products in real-time.
For now, TikTok Shop is available only in select countries, primarily in Asia and the Americas, but it is gradually expanding into Europe. Residents of the UK and Spain, for instance, can already use this feature. Unfortunately, TikTok Shop is not yet available in Poland, but all signs suggest that its debut in this market is only a matter of time.
TikTok Shop shopping capabilities. Source: https://edition.cnn.com/2023/09/12/tech/tiktok-shop-us/index.html
According to zdnet.com, TikTok Shop generated $17.5 billion in revenue in 2024. Moreover, 67% of TikTok users reported purchasing products they saw on the platform, even if they hadn’t initially planned to spend money. These figures clearly demonstrate that TikTok not only inspires but also effectively converts user attention into tangible transactions.
The expansion of TikTok Shop into new markets, including Poland, could represent a groundbreaking moment in eCommerce, revolutionizing how brands sell their products online.
How does TikTok Shop work?
In countries where TikTok Shop is available, users can find it as a dedicated tab on business accounts. This feature provides brands with a space to showcase their offerings in a clear and appealing way, while allowing users to make quick and intuitive purchases - without ever leaving the app. TikTok Shop streamlines the entire sales process, enabling users to browse products, make selections, and complete transactions in just a few simple steps.
The TikTok Shop purchase process.
Source: https://blog.thecrowdfundingformula.com/how-does-tiktok-shop-work/
TikTok Shop also offers advanced analytical and marketing tools, such as the TikTok Creative Center, which provides sellers with insights into the latest trends, best-selling products, and popular search phrases among users. Additionally, some sellers can utilize the Fulfilled by TikTok service, where the platform handles logistics, from storage to order shipping, significantly simplifying the sales process.
While TikTok Shop charges a sales commission of approximately 8%, this is relatively low compared to many popular marketplaces. Additional costs, such as advertising campaigns, promotions, or creator collaborations, may increase the budget. However, TikTok’s potential and its ability to reach a highly engaged user community make it a worthwhile investment.
How to effectively use TikTok for online sales?
"I’ll just post content from other social media on TikTok"—this is one of the most common mistakes entrepreneurs make when entering this communication channel for the first time. TikTok operates by its own rules and requires a different approach than Instagram, Facebook, or YouTube. To sell effectively on this platform, it’s crucial to understand its unique characteristics and tailor your strategy accordingly. Here are some proven tips to help turn views into conversions.
- Collaborate with creators - TikTok creators have a unique ability to engage their communities and showcase products in an authentic way. Partnering with influencers who understand the platform enables natural product promotion and boosts reach. Choose creators who resonate with your target audience and align with your brand’s identity.
- Prioritize authenticity - on TikTok, users value spontaneity and authenticity. Instead of traditional ads, create content that demonstrates how your products are used in everyday life. This builds trust and increases the chances of user engagement.
- Leverage TikTok Ads - TikTok offers various ad formats to boost your product visibility. Options include ads shown immediately upon opening the app, in-feed promotions, creator collaborations, or interactive effects that users can incorporate into their videos. A well-planned advertising campaign is a powerful way to reach a broad audience.
- Learn and plan with TikTok academy - for beginner sellers, TikTok Shop Academy is an excellent resource for understanding how to sell effectively on the platform. Its educational materials provide insights into the platform’s workings and inspire the creation of impactful campaigns.
In summary - TikTok requires a creative and strategic approach. However, well-executed efforts can deliver spectacular results, helping your brand stand out from the competition and connect with an engaged community of users.
Is it necessary to sell on TikTok?
TikTok is currently one of the most dynamic social media platforms, offering new opportunities for online sales. However, TikTok’s potential isn’t universal—sales success depends on the type of products you offer and the strategy you implement. Not all industries thrive on this platform. Products in categories like fashion, cosmetics, technology, and lifestyle generally attract more interest among TikTok users, leading to better sales results.
Whether you focus on organic strategies or paid campaigns, the cornerstone of success on TikTok is delivering value to users. Instead of traditional ads, which may come across as too “stiff” for this platform, it’s crucial to create authentic and engaging content that builds connections with your audience.
TikTok allows brands to reach a broad and engaged community, but it requires flexibility and alignment with the platform’s unique characteristics. If your product fits the lifestyle of TikTok users and your strategy embraces the app’s distinct nature, TikTok can become an effective channel for sales and promotion.
