TikTok Shop: Why you should integrate it into your eCommerce strategy in 2025

With more than 1.59 billion monthly active users across 155 countries, TikTok is far more than a platform for entertainment. Users spend an average of 35 hours per month on the app, making it the most engaging social platform today.

Since its launch in 2023, TikTok Shop has emerged as a major driver of online sales. In 2024 alone, global sales via TikTok Shop hit $33.4 billion, with a 120% growth in the U.S.. Additionally, 58% of TikTok users report having purchased directly on the platform.

This shift firmly positions TikTok at the center of the eCommerce journey, making its integration essential for any business looking to expand reach and maximize conversions.

What is TikTok Shop?

TikTok Shop is TikTok’s native social commerce feature, allowing brands and businesses to sell directly within the app—no external site needed.

Here’s what it offers:

Shoppable storefronts on brand and creator profiles.
Product pages accessible straight from videos and live streams.
A secure checkout process without leaving TikTok.

This turns TikTok into a complete transactional channel where discovery, inspiration, and purchase all happen in the same ecosystem.

Why use TikTok shop in your eCommerce strategy?

Reduce friction, boost conversions

A core advantage of TikTok Shop is how it collapses the distance between inspiration and purchase. Traditional eCommerce often requires several steps (ad, click, website visit, cart, checkout). With TikTok, it’s all streamlined into one seamless experience.

The result? A shorter conversion funnel, easier impulse purchases, and increased conversion rates.

Reach a highly engaged audience

TikTok’s short, dynamic, immersive formats keep attention longer than any other platform. Users come to be entertained, inspired, and to discover new brands. TikTok Shop transforms this passive intention into direct transactions right inside the social journey.

Key features of TikTok Shop

A native, secure shopping experience

Buyers can view product details, check prices, and complete purchases without ever leaving TikTok. Everything happens inside the app, with integrated payment.

Powerful tools for brands and creators

TikTok Shop enables:

Creators to feature your products in their content via affiliate programs;
Live Shopping campaigns, letting audiences buy in real time;
Detailed analytics to measure sales performance and optimize campaigns.

A Perfect fit for unified commerce

By connecting TikTok Shop to your eCommerce platform (like Shopify, BigCommerce, or Adobe Commerce), you can synchronize inventory, orders, and customer data. This ensures a consistent experience across all touchpoints, a hallmark of unified commerce.

Find out how to implement a global unified commerce strategy in our comprehensive guide.

Download our guide

According to a study by Novatize and Léger in 2023, 24% of Canadians are inclined to make purchases via live video (livestream). This is a growing trend to watch, not only on TikTok, but also on platforms like Twitch and Amazon.

TikTok Shop in 2025: AI at the heart of personalization

Since 2024, TikTok has doubled down on generative and predictive AI to analyze shopping behavior in real time. This enables you to:

Detect buying signals and tailor product recommendations;
Maximize campaign ROI through hyper-precise targeting
Enrich your customer data to power CRM and loyalty strategies.

Why TikTok Shop is Also Relevant for B2B

Though TikTok is traditionally seen as a B2C channel, more innovative B2B companies are leveraging the platform to:

Showcase products in action and build awareness among distributors;
Generate qualified leads through ABM (account-based marketing) paired with TikTok Shop;
Diversify their acquisition funnel and grow market share in unexpected segments.

How to integrate TikTok Shop into your eCommerce strategy

Sync systems for unified management

Connect TikTok Shop to your eCommerce platform to centralize inventory, orders, and customer data. This prevents stockouts or mismatched information and ensures a smooth experience.

Focus on authentic content amplified by ads

TikTok users value authentic videos that show products in real-life contexts. Pair this with paid campaigns to amplify your content and leverage TikTok’s powerful algorithms.

Use data to personalize and drive loyalty

By linking TikTok Shop with your CRM, you can create automated campaigns, send personalized follow-ups via email or SMS, and deploy targeted offers to maximize customer lifetime value.

In 2025, eCommerce is no longer linear. Shoppers constantly move between social platforms, online stores, and marketplaces. Integrating TikTok Shop into your broader strategy delivers a continuous, relevant, and highly personalized shopping experience.

Brands that invest in the synergy between TikTok, their eCommerce platform, and CRM, while leveraging AI, are the ones building the most profitable, memorable customer experiences.

Sources :

1 https://thunderbit.com/fr/blog/tiktok-stats

2 https://www.lapresse.ca/actualites/politique/2024-04-24/tiktok-sur-la-sellette-aux-etats-unis/le-canada-suit-de-pres-les-developpements.php

3 https://fitsmallbusiness.com/tiktok-shop-statistics

4 https://blog.hootsuite.com/tiktok-stats/

5 https://newsroom.tiktok.com/en-us/introducing-tiktok-shop