TikTok has become a powerhouse for eCommerce brands looking to reach new audiences and drive sales. As Ethan Kramer, Managing Partner at Agital explains, “TikTok isn’t just driving commerce online, it’s really driving commerce across the whole ecosystem.”
Let’s explore 7 essential strategies for eCommerce success on TikTok in 2025:
TikTok Shop has revolutionized the way brands can sell directly on the platform. Kramer emphasizes the importance of utilizing TikTok Shop ads:
“We just saw the return honestly be on a different level than we had seen across other campaigns. So I would recommend everybody to take advantage of this.”
Key TikTok Shop ad formats to consider:
Ximena Dergal, Agency Partner Manager from TikTok stresses the importance of both creative quality and quantity:
“Both creative quantity and quality really matter and are going to be fundamental to your success on TikTok, and while 3 to 5 videos per campaign is our minimum guidance, we also see a pretty significant uptick in performance when you leverage at least 5 to 7 videos.”
To boost creative output, consider:
Kramer recommends a balanced investment strategy across the marketing funnel:
“We like to make sure that you’re hitting each one of these buckets. And that’s what’s really going to create sustainable long-term growth versus just focusing in on one or two of these.”
With TikTok becoming a popular search platform, especially among Gen Z, it’s crucial to optimize for search. Kramer explains:
“61% of these TikTok users are discovering new brands and products on the platform. That’s hands down greater than any other platform.”
To maximize search visibility:
Even the best intentions can backfire on social media. Before diving deeper into selling effectively, it’s crucial to recognize and avoid common missteps that sabotage your Shopify store’s potential. Here are four key pitfalls brands often overlook (and how to correct them quickly):
Creator-led content can significantly boost your return on ad spend. Kramer advises:
“The more affiliate posts that you have coming in, the more your agency or your in-house media buying team, or your GMV Max campaigns are going to be able to optimize from.”
Best practices for creator collaborations:
TikTok offers premium placements that can drive significant brand awareness and conversions. Ximena Dergal highlights two key options:
a) TopFeed: “We can now add shoppable links to placements like TopFeed, which is the very first in-feed ad a user sees on their For You page.”
b) Pulse: “Pulse is really all about contextual placement, so it allows brands to align their ad with the top-performing relevant content of their choice.”
These placements can be particularly effective for major sales events, product launches, or celebrity collaborations.
Live shopping has become a powerful tool for eCommerce brands on TikTok. Kramer shares:
“Live shopping ads are not again where I would recommend you start. But once you get going with product shopping ads and video shopping ads, definitely feel live shopping ads are a really big piece that can just help you scale much faster.”
Benefits of live shopping include:
Ethan adds: “What we love about live shopping in general and live shopping ads is, it has this ripple effect on everything else that you do in the platform.”
Implementing these strategies can help eCommerce brands harness the full potential of TikTok’s ecosystem. As Kramer concludes:
“I really can’t remember a time, maybe back in like 2016-17 when Instagram was getting going, that there was this much opportunity for eCommerce brands to be able to grow extremely quickly.”
By focusing on TikTok Shop integration, creative excellence, full-funnel marketing, search optimization, creator partnerships, high-impact placements, and live shopping, brands can position themselves for success in the dynamic world of TikTok eCommerce.
Remember, success on TikTok requires consistent effort and adaptation.
As Ximena Dergal notes about live shopping: “The brands that are successful with live shopping ads are brands that are on live for multiple hours a day.” Be prepared to invest time and resources into your TikTok strategy, and don’t be afraid to experiment with different approaches to find what works best for your brand.
Lastly, keep in mind that TikTok is continuously evolving. Stay informed about new features and best practices to ensure your eCommerce strategy remains effective in 2025 and beyond.
As Kramer advises, “The more you commit to live shopping, the more the live shopping rewards you.” This principle applies to your overall TikTok strategy – the more you invest in understanding and utilizing the platform’s full capabilities, the greater your potential for eCommerce success.
