Since its arrival on the social media scene in 2016 and exploded in popularity in 2020, TikTok has undoubtedly become one of, if not the biggest and most popular, social media platform in 2025.  With 2.05 billion total users worldwide, TikTok has transformed the social media experience into short-form and highly engaging content. 

While TikTok has emerged as the number one platform to create and discover engaging content, it has also become a valuable social commerce tool for businesses and consumers alike. 

According to TikTok, 44% of UK users have made a purchase directly through the app, with 25% shopping at least once a month. TikTok has surpassed Instagram and Facebook to become the UK's most shopped social channel. (Retail Times). Major brands have identified the popularity of the social platform and have adapted their ecommerce strategies to integrate their initiatives into TikTok to boost sales and increase engagement. It’s clear TikTok has played a key part in revolutionising online shopping, but how? 

Seamless Integration of Content and Commerce

TikTok Shop allows users to buy products directly within the app while watching videos or live streams. As a result, this removes the need for users to leave the platform to make a purchase, making the shopping experience more engaging and enjoyable. Engaging videos and easy purchasing decisions are making TikTok Shop a popular alternative.  

Influencer-Driven Sales

Creators are playing a central role in promoting products through their reviews, tutorials, and livestreams. Brands are collaborating with influencers to build trust among their audience and drive impulse purchases more effectively than traditional advertisements.

Short-Form Video as a Sales Tool

Due to the popularity of short form content, thanks to the rise of TikTok, their short videos show products in action, highlighting features and real-life applications. This taps into user preferences making the advertisement of the product, making the experience more dynamic and convincing.

Real-Time Engagement Through Live Shopping

TikTok live streams enable sellers to interact directly with viewers, answer questions, and offer exclusive deals — somewhat replicating the excitement of in-person shopping events, but rather online and global.

Algorithm-Powered Personalisation

The platform’s powerful recommendation engine ensures that users are shown products tailored to their interests and behaviour, increasing conversion rates and discoverability for sellers.