When TikTok introduced its TikTok Shop in 2023, it reflected both an awareness of current consumer trends and a recognition of universal consumer behaviors. That is, Gen Z consumers have demonstrated their strong preference, among major social media platforms, for TikTok. But all consumers seek convenience and easy purchase routes. For brands looking to expand their reach, the TikTok Shop thus represents an effective way to account for all such considerations.

First, establishing brand pages and offerings in the TikTok Shop greatly increases their chances of reaching young consumers. Second, because the platform reduces the number of steps, or clicks, between the brand’s product advertisements and the purchases stage, it encourages greater conversion rates. As an added benefit, brands can pay TikTok Shops to handle all packaging and shipping logistics, making the process easier on their end as well.

These promises have been borne out for the most part. Brands with a presence on TikTok Shop, both well-known names and new entrants, have enjoyed positive results. For example, Nike grew its follower count significantly, and by establishing fun challenges for those followers, it also intensified their brand engagement. Small, independent food purveyors note their vastly expanded reach, such that new customers are finding them and placing orders. Once struggling E.l.f. Cosmetics seemingly has reinvigorated its brand image by embracing TikTok. 

Recent surveys suggest that Gen Z shoppers plan to do all their holiday shopping through TikTok Shop this year. More than one-third of the respondents in this demographic also indicated that TikTok provided their primary source of inspiration for which gifts to select. In citing this effect, these consumers also readily acknowledged the relevance of influencers; the platform grants them access to appealing content creators, and it is their endorsements that provide the biggest driver of purchases. 

Even if Gen Z represents a compelling target for brands though, they are not the only consumers engaging in social media–driven purchasing. Some reports indicate that Millennials even have surpassed Gen Z in purchases on both TikTok and Instagram, with an even greater disparity observed on Facebook.

Discussion Questions

1. What are some creative ways a legacy company might appeal to consumers through TikTok? What about a newly launched brand?
2. Why does social commerce appeal so much to younger generations?

Sources: Xanayra Marin-Lopez, “How TikTok Shop Is Changing the Way Brands Reach Customers,” Marketing Dive, January 15, 2025; Christianna Silva, “Gen Z Is Shopping More on Snapchat than TikTok or Instagram, Study Shows,” Mashable, October 2, 2024; “Millennials Overtake Gen Z in Social Shopping on TikTok, Instagram and Facebook,” Mobile Marketing, January 8, 2025.