Amid ongoing debates over TikTok’s potential ban in the U.S., one thing is clear: This app is making massive waves in the world of e-commerce.
Perhaps just as importantly, it’s changing how we work with modern social media influencers.
This is largely due to TikTok Shop—an in-app shopping feature that lets users discover, browse, and buy products directly within the TikTok platform. It combines social media brand engagement with e-commerce, allowing creators and brands to showcase products through videos, live streams, and a dedicated product showcase tab.
For businesses and TikTok influencers alike, this means an entirely new way to connect with audiences, embrace creative freedom, and drive brand success.
Already, Capital One Shopping Research indicates that TikTok Shop is the 8th largest health and beauty e-commerce retailer in the U.S. Apparel and accessory sales in the TikTok Shop have totaled more than $1 billion, and 33% of Americans have used the shop at least once.
The bottom line: TikTok influencers and brands both need to be aware of this shop’s power and how it can impact their campaigns.
If you’re interested in TikTok influencer marketing, here’s what you need to know about TikTok Shop and its capabilities.
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Shopping Directly From TikTok Influencer Campaigns
Source: https://www.modash.io/blog/tiktok-shop-guide
One of the biggest shifts TikTok Shop brings to the table is the ability to shop directly through the app. Viewers can watch a product being showcased in an influencer’s video, click on it, and make a purchase without ever leaving the platform.
This streamlines the buying process and makes it more spontaneous. Rather than browsing endless product pages or searching for discount codes, users can click on what they like instantly.
For example, imagine a consumer sees their favorite beauty influencer using a brand. They don’t need to Google the brand partner on their own. Instead, they can click directly on the link and make their purchase in a matter of seconds.
This “in-the-moment” shopping experience is something that traditional e-commerce sites and many other social media platforms simply can’t offer (and that younger audiences crave). Users are no longer just scrolling through pictures—they’re seeing how products fit into their lives in a real, authentic way.
This is especially true if you’re marketing to Gen Z. Nearly 45% of TikTok users are between the ages of 12 and 27, and they want to make purchases in a matter of seconds (not minutes).
Whether it’s a makeup tutorial, a fashion haul, or a cooking video, TikTok makes it possible to buy the featured items on the spot. If you’re marketing with TikTok influencers, that’s powerful!
The Role of TikTok Influencers in the Shop
Source: https://www.emarketer.com/content/5-charts-showing-tiktok-shop-s-potential
Influencer marketing campaigns have long played a big part in promoting products, but TikTok Shop takes them to the next level.
Instead of just posting sponsored content with links, TikTok influencers now have their own storefronts within the app. This allows them to sell products directly to TikTok users, cutting out the middleman.
Think of it as having a personal shop curated by your favorite creators. This shift benefits both influencers and businesses.
TikTok influencers can monetize their following by showcasing products they genuinely love, while brands gain direct, unparalleled access to an audience that trusts the influencers they work with. By showcasing items they genuinely love, TikTok influencers can strengthen their connection with followers, while brands gain direct, unparalleled access to a highly engaged, trusting audience.
Plus, TikTok influencers are making bank. According to Statista, the average commission rate for a TikTok Shop influencer in 2024 was between 13% and 16%, depending on the category.
Boosting TikTok Users’ Impulse Purchases
Source: https://capitaloneshopping.com/research/tiktok-shopping-statistics/
TikTok’s algorithm is a core component of the app’s monetization success. The app’s ability to show users content they’re likely to engage with makes it easier for brands to target their ideal audience.
When paired with TikTok influencer promotions, this creates an environment where impulse purchases can flourish. In fact, it’s estimated that 55% of American TikTok users have made an impulse purchase on social media.
This behavior aligns with the growing trend of “social commerce,” where consumers are encouraged to make quick, impulse purchases through social platforms. Between unboxing videos, clothing hauls, trending hashtags, and skincare routines, the TikTok app is primed to make people buy NOW.
As you can imagine, influencer partnerships and the TikTok Shop go hand in hand when it comes to getting people to hit “purchase” in mere moments.
A New Way for Brands to Reach Consumers
Source: https://influencermarketinghub.com/influencer-marketing-benchmark-report/
With nearly 1.6 billion monthly TikTok users worldwide, this platform offers brands massive and diverse audience demographics.
By integrating shopping features directly into the app, TikTok has eliminated many of the typical barriers to online shopping. Instead of visiting multiple websites, customers can browse products while they enjoy content from creators they already follow.
This is a huge opportunity for small businesses and independent brands to get discovered by a wider audience.
In fact, over half of marketers consider TikTok to be the most profitable platform for influencer marketing. Another 2024 Capterra survey of small business owners found that 51% reported a positive return on investment after working with TikTok influencers.
Unlike traditional ads, TikTok Shop encourages a more organic and engaging approach to influencer marketing. Users can discover products and user-generated content that feel native to their feeds, rather than like forced advertising.
Looking Ahead at Influencer Marketing on TikTok
TikTok Shop is reshaping e-commerce by merging entertainment with shopping in a way that feels natural and engaging. For TikTok influencers, brands, and consumers, this shift opens up new opportunities to connect, discover, and shop in an entirely new way.
If you’re a marketer, now is the time to up your TikTok game. Already, Hubspot reports that 61% of marketers are using TikTok influencer marketing. It’s THE place to build partnerships and launch campaigns that reel in consumers.
Feel like you’ve missed the influencer marketing bus? Don’t worry: TikTok’s impact on e-commerce is only just beginning, and it’s a trend that all businesses will want to keep an eye on.
Ready to Capitalize on the TikTok Influencer Marketing Wave?
At Get Hyped, we know how to turn the TikTok Shop into your brand’s secret weapon. Whether you’re ready to collaborate with the right influencers, supercharge your e-commerce game, or make your products impossible for your target audience to ignore, we’ve got the strategies you need.
Don’t wait for the next influencer marketing trend—create it.
Reach out to us today to make your TikTok presence stronger and more memorable. We’ll even help you find your ideal influencer partners.
