What Is TikTok Shop & How It Works for Sellers Now

Whether shopping online or casually looking for product recommendations, people are spending money through TikTok Shop, saying, “TikTok made me buy it.” While Google is still a common starting point, consumers are increasingly turning to their favorite social media apps to browse and buy. 

Chief among them: TikTok. According to the platform, its popular shopping hashtag #TikTokMadeMeBuyIt appears on more than 150,000 videos every week.

In 2025, roughly 136 million people in the US have TikTok (about 40% of the population), giving brands a massive audience where scrolling often becomes buying.

With more than 70 million products across over 750 categories available on TikTok Shop, the app has quickly evolved into much more than a source of inspiration or entertainment. It’s now a powerful search engine, product recommender, and place for businesses to sell directly to TikTok users.

Ahead, learn how to sign up for TikTok Shop and use the platform’s commerce features to reach potential customers where they’re already spending their time.

What is TikTok Shop?

TikTok Shop is a set of features that lets users with business accounts sell directly and make money on TikTok. With TikTok becoming a go-to for product discovery, especially for Gen Z and Gen Alpha, brands benefit from showing up in TikTok search results and offering convenient TikTok shopping options.

Using TikTok Shop, your TikTok account transforms into a digital storefront, combining your shoppable video posts with the power of TikTok marketing. With social selling features like this, users in your target audience discover and buy your products without leaving the app.

TikTok Shop benefits

Adding TikTok Shop to your available sales channels adds a touchpoint to your online store that supports your potential customers’ online shopping preferences.

Other benefits of TikTok Shop include:

• Broadcasting to a wide demographic of potential shoppers (particularly if your product fits a niche market active on TikTok)
• Partnering with trusted creators and using influencer marketing to increase authenticity
• Creatively positioning your products in entertaining video content
• Creating a personalized shopping experience based on TikTok user behavior
• Benefitting from virality with TikTok trends and hashtag challenges like #TikTokMadeMeBuyIt

TikTok Shop performance and market opportunity

TikTok Shop has rapidly shifted from novelty to real commerce power. Its gross merchandise value (GMV) surged from about $1 billion in 2021 to $33 billion in 2024, underscoring how fast the platform is scaling and becoming a goldmine for brands. 

That growth is reflected in the US market. Between July 2023 and July 2025, the number of US TikTok Shops increased from just 4,450 to over 231,000. Many of these sellers are small businesses. As of mid-2025, more than 171,000 local and independent merchants were active on the platform, with their sales climbing roughly 70% year over year.

Shoppers are embracing the platform’s discovery-driven model, too. Around three in four TikTok users are likely to buy something while using. Plus, 83% of TikTok Shop users found a new product on the app, and 70% discovered a new brand. While TikTok can encourage impulse buys, it also expands consumer awareness.

For brands, the message is clear. TikTok Shop is growing fast, fueling product discovery and empowering small businesses to outpace their competitors. It’s one of the most compelling channels to invest in today.

The rise of social commerce

Social commerce has moved from the margins to the mainstream. Now, shoppers complete purchases without ever leaving the app, making social media a full-fledged sales channel.

In the US alone, social commerce sales are predicted to reach $85.6 billion, representing more than 6% of retail ecommerce sales and growing almost 20% since 2024. 

Globally, the opportunity is even bigger. The social commerce market was valued at $1.5 trillion in 2025 and is forecast to grow at a compound annual growth rate (CAGR) of 36% through 2033, potentially reaching nearly $18 trillion.

Consumers also see social platforms as part of their decision-making process. Around 76% of users say social content influenced a purchase in the past six months, including 90% of Gen Z. 

Social platforms are no longer limited to awareness or inspiration. Customers use them to discover, evaluate, and purchase products. 

TikTok also hosts a wide range of subcommunities, referred to as “CommunityToks” for lots of industries and products. You’ll find categories for professional services, e.g., #MoneyTok for financial services or #EduTok for educators and institutions. 

Consumer goods and lifestyle niches include #BeautyTok, #FashionTok, and #BookTok. These communities connect professionals, influencers, and consumers through authentic, focused content. 

While getting a video to go viral on TikTok takes skill and a bit of luck, here are 18 TikTok video ideas for inspiration.

How to set up TikTok Shop

1. Set up your online store
2. Connect or create a TikTok business account
3. Register for TikTok Shop
4. Promote your products

Start selling on TikTok in four easy steps:

1. Set up your online store

The easiest way to sell on TikTok is through Shopify. Shopify users can connect their stores directly to TikTok to manage inventory, sales, and advertising across platforms—all in one place.

If you already have a Shopify store, simply install the TikTok for Shopify app to start this integration. You can also use TikTok Shop with other ecommerce platforms; the process may vary slightly between platforms.

2. Connect or create a TikTok business account

Once you have an online store and you’ve downloaded any necessary integrations, you’ll need to connect your online store to your TikTok account. If you’re using Shopify, log in to your Shopify admin. Under Sales Channels, select TikTok and connect your TikTok for Business account.

If you don’t have a TikTok for Business account yet, creating one is quick and easy. A business account unlocks features not available to other users, such as analytics and access to the TikTok Ads Manager.

3. Register for TikTok Shop

TikTok Shop is available in select markets, including the US, the UK, Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. For those eligible for a TikTok Shop seller account based on location and other parameters, navigate to the seller registration portal and fill out the application to get started.

Upload any required documents, including your ID, proof of residency, and proof of business ownership.

After submitting your application, you’ll receive an email about your application result in one to two days. Once accepted, you’ll be able to use TikTok’s shopping features.

4. Promote your products

A TikTok Shop should always go hand in hand with a robust TikTok marketing strategy.

If you use Shopify, you can create and manage TikTok ad campaigns from within your Shopify admin. (Brands on TikTok Shop also benefit from creating TikTok Shop Ads in addition to the regular ad campaigns available to all users.)

Consider partnering with creators to enhance your TikTok influencer marketing strategy with shoppable content recommended by trusted voices in your community.

📚Read more: Top TikTok Trending Products to Sell in 2025

5 ways users can shop your products in the TikTok app

1. Live shopping on TikTok
2. Shoppable videos
3. Product showcase
4. Shoppable ads
5. TikTok Shop

With TikTok Shop enabled, there are multiple in-app shopping touchpoints for users ready to buy products directly from their favorite businesses on TikTok.

1. Live shopping on TikTok

When your brand goes live on TikTok, it’s a great opportunity to demo products and answer questions in real time, while encouraging fans to purchase those products directly from the app. With live shopping ads, users can add items to their cart during the livestream, and they can check out instantly or at the end of the broadcast.

2. Shoppable videos

Shoppable videos on TikTok embed links that allow users to buy products without leaving the video they’re watching. To make a shoppable video, create a video as usual, then select Add Link, and link to your relevant product. You can create shoppable videos on TikTok even if you don’t use TikTok Shop as a sales channel.

3. Product showcase

On your TikTok account, users tap the shopping tab (or bag icon) to access a mini storefront where they can check out in a few taps.

Some accounts may have a product showcase without a TikTok Shop. These are usually affiliate marketing accounts that don’t own the brand or products being sold.

4. Shoppable ads

Brands ineligible for TikTok Shop can still take advantage of TikTok shopping with the TikTok App for Shopify. By installing the TikTok Shopify app, you can sync your product catalog, build creative videos using products, and create TikTok ad campaigns. Tag products in your content to offer an easy way for users to shop your products.

5. TikTok Shop

In 2023, TikTok launched a marketplace tab. By tapping the Shop tab, TikTok users go to an in-app catalog to search and browse products from multiple creators. Once you start selling your products on TikTok, the opportunity to be discovered in this TikTok marketplace becomes a valuable channel for your business.

TikTok shopping best practices

Once your business is set up with shopping features on TikTok, consider these tips to make the most of selling on TikTok.

Think like a creator, not a brand

Social platforms all have their own trends and content formats that work best for each audience. It’s not a one-size-fits-all situation. While you can repurpose some assets or elements, take the time to develop a TikTok marketing strategy based on the content that performs best on this specific platform.

On TikTok, authenticity wins. Aim to make creative content that uses trending TikTok sounds, shares a peek under the hood, jumps on current pop culture conversations, or offers real value to fans through education related to your brand niche. Incorporating your products organically into content like this will always perform better than a direct sales pitch.

Partner with creators and influencers

Influencer marketing is a huge industry, with brands clamoring to work with the hottest self-made internet personalities and influencers eager to monetize their success. This win-win partnership is a great option for brands of all sizes, even those with smaller budgets. In fact, research shows the most popular content creators on TikTok often post promotional and sponsored content.

Marketing alongside influencers gives your brand and products credibility, as TikTok users often turn to their favorite creators for trusted recommendations.

Build customer loyalty through TikTok Shop

Landing your first sale on TikTok Shop is a starting point. Lasting growth comes from turning buyers into repeat customers. When you reward loyalty, you can convert one-time shoppers into long-term fans.

Here are a few ways to use TikTok Shop to strengthen customer loyalty:

• Offer exclusive perks: Run promotions like follower-only discounts, limited-time bundles, or early access to new drops.
• Deliver a great experience: Fast shipping, clear return policies, and responsive service reassure customers they can shop with confidence.
• Stay connected with content: Keep posting engaging videos that educate, entertain, and highlight customer stories to nurture ongoing relationships.
• Reward repeat buyers: Use TikTok Shop promotions or loyalty programs to encourage second and third purchases.

When customers love your product and know your brand is reliable, they’re more likely to return and even share your brand with their friends.