The rise of TikTok Shop: A game-changer for ecommerce

TikTok has recently emerged as a social media powerhouse. It has captured the attention and engagement of millions of people worldwide. With its addictive short-form videos, trendy challenges, and a thriving community of content creators, TikTok has revolutionized how we consume and interact with social media. However, what truly sets TikTok apart is its potential in the world of ecommerce.

In this blog post, we’ll explore TikTok Shop: how it can reshape the landscape of online retail and how brands must use the power of Productsup platform for advertising channels to ensure they harness the full potential of this promising channel for greater conversion, ROAS, and, at the end of the day, more sales.

Source: TikTok

TikTok Shop: An introduction

TikTok created TikTok Shop to integrate ecommerce features into its platform and leverage its popularity, especially among younger generations – 60% of Gen Z in the US uses TikTok at least once a month. Blending entertainment with online shopping, TikTok offers unique and engaging experiences to its users. With the introduction of features like shoppable ads, product showcases, and creator partnerships, TikTok is amplifying the way businesses connect with their audience and sell their products as native checkout can lead to better conversion rates and better return on ad spend (ROAS).

Harnessing the power of TikTok for ecommerce success

TikTok Shop offers several advantages for businesses looking to boost their online sales. First and foremost, the platform provides access to its wide and growing user base, with over a billion monthly active users every month. This vast audience presents an incredible opportunity for businesses to reach new customers and expand their market reach. Additionally, TikTok's algorithm ensures that content is highly personalized, increasing the chances of high levels of engagement by connecting with the right audience.

Source: TikTok

How Gen Z shopping habits are reshaping ecommerce

Gen Z, born between the mid-1990s and early 2010s, is fueling the TikTok Shop phenomenon. In fact, 67% of TikTok users are under 35, and Gen Z accounts for over 55% of social commerce purchases on the platform. This generation isn't just digitally native, they're mobile-first, video-obsessed, and highly influential in shaping ecommerce trends.

What sets Gen Z apart?

• Video is their default language: They prefer short-form content, tutorials, and unboxings over static product pages.
• Creators = credibility: 78% of Gen Z report purchasing a product after seeing it featured by influencers, proving that creators aren’t just sparking interest; they’re directly fueling purchases.
• Friction kills conversions: Anything less than a seamless checkout experience leads to abandonment. Gen Z expects to go from product discovery to purchase in seconds.
• Community matters: They support brands that align with their values, appreciate authenticity and inclusivity, and believe social impact is more important than logos.
• Discovery-first mindset: Gen Z doesn’t “search and buy.” They discover products in-feed, often buying on impulse after seeing them in relatable content.

For retailers and brands, this means adapting fast. Traditional product feeds often aren't built for dynamic, creator-led commerce. Brands need to:

• Repurpose product data into TikTok-ready formats (think engaging titles, optimized thumbnails, and trend-aligned messaging)
• Ensure real-time feed updates to reflect fast-changing stock and offers
• Leverage creator partnerships to amplify visibility through native, relatable content

📌 Pro tip: Using a platform like Productsup can help you transform static product catalogs into dynamic, social commerce-ready content feeds (aka what Gen Z expects in 2025).

How to sell on TikTok: A step-by-step guide

To take full advantage of TikTok Shop, businesses must complete the setup process for a TikTok Shop and, most importantly, optimize their product content to make it shine on TikTok so its users buy the products. Here is a step-by-step guide on how to create a successful TikTok Shop for your business:

1. Register for TikTok Shop

Register for TikTok Shop through the TikTok Shop Seller Central. Once you select your region, your account will be verified. TikTok Shop is currently available for selected markets (June 2023):

• Asia (Chinese mainland, Hong Kong, Indonesia, Malaysia, Thailand, Vietnam, Philippines, Singapore)
• United Kingdom
• United States (in beta)

You will then need to finish account setup by uploading business information, identification documents, and tax files.

2. Product catalog integration

Leverage the automated workflows and easy-to-use dashboards on Productsup platform to import, customize, enrich, and then connect your product catalog to your TikTok account in minutes. Our platform for advertising channel boasts features like optimization reports to ensure all your data is ready to go and data mapping to quickly connect your data entries to TikTok’s attributes and requirements. This will allow you to tag and showcase your products directly within your videos, collect orders, and send shipment notifications directly to TikTok. Therefore, ensuring that all your products are always up-to-date and shown correctly on TikTok Shop.

Optimization report within the Productsup platform

Data mapping within the Productsup platform

3. Collaborate with TikTok creators

Partnering with popular TikTok creators can significantly boost your brand visibility and sales. Leverage the TikTok Shop Affiliate Program to identify influencers who align with your brand and reach out to collaborate on creative content. Some TikTok influencer marketing tactics include:

• Send products to influencers: Send free products, increasing the chances of being featured in their videos.
• Collaborate on videos: Partnering with micro-influencers or celebrities for exclusive brand spotlights.
• Partner on product lines: Collaborating with relevant influencers to create and promote a product line can be mutually beneficial.

4. Engage with and know your audience

Building a strong community on TikTok is crucial for long-term success. Respond to comments, engage with user-generated content, and leverage popular trends like #TikTokMadeMeBuyIt to increase your visibility and connect with potential customers. Additionally, take advantage of TikTok's built-in audience targeting controls, as quality is better than quantity. It’s generally better to reach a handful of relevant people than to reach out to millions who aren’t interested in your products.

Success stories and case studies

Brands are already experiencing success through TikTok. Take the clothing brand Shein for example. It utilized TikTok's shoppable ads and influencer marketing to drive traffic and generate sales. Combining engaging content with seamless shopping experiences, Shein tapped into TikTok's vast user base to create new revenue streams.

The social commerce success partnership: TikTok and Productsup

TikTok Shop and its ecommerce capabilities have opened up exciting possibilities for brands and other sellers, enabling them to tap into a massive, highly engaged, and more easily convertible audience. By seamlessly merging entertainment and shopping, TikTok has redefined how brands connect with consumers and is poised to change the status quo of the online retail landscape. As this trend continues to gain momentum, it’s imperative that businesses adapt their ways of working and operations to stay ahead of the competition.

Whether you're a small business or an established enterprise brand, now is the time to explore the world of TikTok Shop. To do this effectively, you need the best platform to help you unlock the tremendous potential of your product content. As a TikTok partner, Productsup has all the tools and support you need to make the most of your TikTok Shop experience.