TikTok is shaping the future of shopping.

37% of Americans under 60 have purchased something on TikTok Shop, averaging $59 per purchase, and TikTok’s influence on purchase behaviors is only growing in significance. 

According to TikTok, the platform's top three shopping moments of the year to date are:

• Pitbull UK tour- Globally #PitbullConcert had 42M video views and TikTok Shop saw a 420% increase in Pitbull costumes, with orders peaking on 3rd June, ahead of his UK performances.
• UK Heatwave – Brits were finding ways to keep cool during this summer's heatwave, with orders for inflatable swimming pools up 276% and an incredible 640% increase in orders for CoolTowel in June alone.
• The Oasis Effect – Video views for Oasis reached over 618M, with orders for bucket hats peaking on 5th July, ahead of their tour.

At the TikTok E-Commerce Summit, brand marketing leaders and creators shared how commerce on the platform is evolving, and what businesses need to do to stay ahead.

1. E-commerce is about community as well as convenience

Online shopping has traditionally focused on speed and efficiency, often at the cost of human connection. TikTok is bringing back the sense of discovery, social interaction, and shared joy that people once found in physical stores.

Brand takeaway: Create experiences that make people feel part of something bigger, such as a quiz that enables them to select products based on their individual needs. 

2. Creators are your partners

With brands like Sacheu Beauty co-developing products with influencers, collaboration is moving beyond sponsorships and promotion. This is generating greater excitement and anticipation to purchase amongst consumers. 

Brand takeaway: Co-create with influencers. Give them input, freedom, and ownership so campaigns feel genuine and resonate with their audiences.

3. AI is reshaping TikTok commerce

TikTok announced new AI-powered tools to help brands grow smarter:

• Smart+: Automates campaign optimisation and creative testing.
• GMV Max: Optimizes paid, organic, and affiliate campaigns for up to 30% more incremental sales.
• Search Ads: Helps brands capture high-intent shoppers directly within TikTok.

Brand takeaway: AI automation can scale efficiently and also keep creative fresh.

4. Measurement beyond last-click

Google Analytics and click-based tools underestimate TikTok’s impact, especially at the awareness stage. TikTok encourages:

• Incrementality studies to prove sales lift.
• Media Mix Modeling (MMM) to capture TikTok’s full-funnel value.

Brands using full-funnel strategies perform twice as well as those targeting only lower-funnel conversions.

Brand takeaway: Track discovery and engagement, not just clicks. Invest in measurement partners that prove TikTok’s true ROI.

5. The future of TikTok commerce

Looking ahead, TikTok is building connected commerce, a seamless flow from discovery to purchase. With AI trend prediction and global expansion of TikTok Shop and search ads, brands have increasing opportunities to grow.

Brand takeaway: Stay agile. TikTok trends move fast, and those who adapt quickly will win.

TikTok is the platform where entertainment, community, and commerce converge.

Digital Voices is now officially a badged TikTok Agency Partner and a badged TikTok Creative Partner, meaning we are trusted experts in the platform.

If you want to learn more about using TikTok for brand reach, engagement, or conversion, reach out at hello@digitalvoices.com.